Honey Bunches of Oats has launched its first campaign with Argonaut as its creative AOR, called 'Rhymes with Delicious.'
The integrated effort highlights the love of the cereal in a brisk pace of youthful nursery rhyme for its family-oriented audiences. In one of the spots, former Post employee/spokeswoman Diana Hunter returns to the small screen from her retirement last year. She appears in ‘Bowl Spoon Action,’ one of the two spots that debuted over the week.
'Rhymes with Delicious' is brought to life by an array of people from all different places and stages of life, united around their love for the cereal - from a dad and his twin daughters under a breakfast table fort, to a woman escaping her mundane desk-work for a snack, to a hungry astronaut in outer space. The campaign consists of a multiple 30- and 15-second spots, which have been scheduled to air across national TV through 2019.
Roxanne Bernstein, Post Consumer Brands chief marketer, said in a statement: "We couldn't be more excited to officially launch this campaign. This campaign is a turning point for our brand - it truly celebrates the history of our friend Diana and our employees, while also letting us take a fresh approach to building our brand for the future."
Hunter Hindman of Argonaut added: “‘Rhymes with Delicious’ is an unapologetically branded campaign built on the truth that Honey Bunches of Oats is the ultimate crowd pleaser that everybody can agree on for breakfast. It literally has something for everybody in each and every bowl.
“The campaign has an infectious way of highlighting the true and widespread brand love that exists for this cereal.”
Indeed, the brand's popularity is widespread as Post recently marked it as one of the top-three cereals in the US, and number-one amongst Hispanic families. About $30m is spent on media placement for the brand annually.