Heroically placed on the shelf, amidst the complete chaos of the cereal aisle, stands Honey Bunches of Oats. A delicious jumble of a cereal that gains affinity from everyone who tastes its sweet crunchiness off of a spoon. It is the ultimate crowd-pleaser of cereals.
But on the heels of the retirement of its famous employee spokesperson, Diana Hunter, the brand had begun to lose awareness, leading to sales declines. The most perplexing part was that consumers (in the literal sense) still loved the cereal! But between the choice overload of the aisle and the craziness of the morning routine, they didn’t even realize they weren’t buying it anymore! Our job was to relaunch Honey Bunches of Oats in a way that was impossible to ignore, and that could build deserved equity outside of Diana.
Enter “Rhymes With Delicious,” an unapologetically branded earworm of a campaign designed to highlight the widespread and unifying love that people have for the delicious taste of Honey Bunches of Oats, and make sure they couldn’t leave the cereal aisle without humming along.
In addition to seeing record-breaking results in the campaign metrics of Memorability, Brand Linkage, Breakthrough, and Purchase Intent, Honey Bunches of Oats has experienced 12 consecutive months of growth and is seeing the highest share in five years at its key distributor, WalMart. All of this despite a category in decline!
Every weekend around the country, groups of friends get together to celebrate friendship and breakfast food. It’s called brunch, and it’s amazing, but one of the most popular breakfast foods isn’t included: cereal. So naturally, the ultimate crowd-pleaser of cereals, Honey Bunches of Oats, had to change this. Enter Honey BRUNCHES of Oats, a fantastical celebration of a crowd-pleasing meal, created by the crowd-pleaser of cereals.
With a media mix of influencer partnerships; user-generated content; promoted social content across Instagram, Facebook, and Twitter; and a variety of PR articles, Honey BRUNCHES of Oats garnered over 43MM impressions, 646k engagements, and over 500 pieces of content, and it increased our Instagram following by over 26%. In just one month, Honey BRUNCHES of Oats created more social interactions for the brand than it saw in the entire year of 2017.