Kirbee Fruehe
Brand Manager at Post Holdings
Los Angeles, 美国
标题Rhymes with Delicious
广告公司
广告战役 Rhymes with Delicious
广告主 Post Holdings
品牌 Honey Bunches of Oats
首次发布日期 2018 / 10
广告口号 Honey Bunches of Oats, Cereals, Oats, Rhymes, Music, Breakfast
哲学 Post Consumer Brands’ (PCB) Honey Bunches of Oats® cereal has launched its newest national advertising campaign, “Rhymes with Delicious.” Created in partnership with its agency of record, San Francisco-based ad agency ARGONAUT, the new integrated effort celebrates consumers’ love for the brand and draws inspiration from the unique medley of the cereal itself – the perfect blend of granola bunches, crunchy flakes, and delicious honey.

The new “Rhymes with Delicious” campaign brings Diana Hunter back to the small screen after her retirement last year with a cameo in the launch spot, Bowl Spoon Action, which debuts today.
“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. Using an infectiously charming and catchy ear-worm, each of the spots play up how the cereal is an undisputed crowd pleaser, so much so that people are inspired to break into song. The campaign consists of several :30 and :15 spots which will air across national TV through 2019: https://www.youtube.com/playlist?list=PLQF1bodgiLb3fKDy1MeoC0nW-Gccs4tv5

The TV spots will be supported by a radio and social campaign, both paid and organic. For audio-based media like Pandora, the agency created custom, genre-targeted ads featuring rhymes that build on those introduced in the TV commercials. And for social, the team created shorter, karaoke-inspired clips of the spots to accommodate the sound-off environment and employee-centric rhyming posts paying homage to those featured in the launch spot.

“‘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,” said Hunter Hindman, founder and chief creative officer at ARGONAUT. "The campaign has an infectious way of highlighting the true and widespread brand love that exists for this cereal.”


ARGONAUT was appointed agency-of-record for the brand earlier this year – handling creative and social media duties. This is the first major campaign launch resulting from the partnership. Honey Bunches of Oats is one of the top-selling cereals in America, staking claim as the #3 All-Family ready-to-eat cereal in the United States, and #1 among Hispanics.
媒体类别 电视
长度
Chief Marketing Officer
Director Creative Services
Director, IMC & Shopper Activation
Brand Manager
Associate Brand Manager
IMC Manager
Marketing Communications Associate
Manager, Creative Motion Content
Founder, Chief Creative Officer
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Creative Director
Creative Director
美术指导
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Head of Brand Management + New Business
Brand Director
Brand Manager
Chief Strategy Officer
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