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, we were challenged to create an equally charming and memorable way forward for the brand to ensure its rightful place on the throne as the king of cereals.
Introducing “Rhymes With Delicious,” a brand-tastic, eye-catching, ear-worm of a campaign designed to highlight the widespread and unifying love people have for delicious taste of Honey Bunches of Oats. It even includes a cameo from the beloved Diana!
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 10 consecutive months of growth and is seeing the highest share in five years at it’s key distributor, WalMart. And die-hard Diana Hunter fans (an icon of the brand’s history) have loved her campaign cameos within the campaign as indicated by passionate love on the socials.
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, Twitter, and a variety of PR articles, Honey BRUNCHES of Oats garnered over 43MM impressions, 646k engagements, over 500 pieces of content, and increased our Instagram following by over 26%. In just one month, Honey BRUNCHES of Oats created more social interactions for the brand than they saw in the entire year of 2017.