Honey Bunches Of Oats campaign features social media references, engages Hispanics
After more than a decade of ads featuring the employees who make its cereal, Honey Bunches of Oats has launched creative chock-full of pop cultural and social media references.
The campaign targets both mainstream and Hispanic audiences, and aims primarily to woo younger consumers, while also appealing to a broader age demographic.
While television continues as a core component, the Post Foods brand is also experimenting with new platforms — including Snapchat’s Snap Ads Between Friends and TV Sync, a solution that syncs social media ads with TV programming.
The new campaign, with the emphatic tagline “THIS. IS. EVERYTHING.”, is from Burns Group. That agency also created “Dedicated to Delicious,” the latest iteration of the long-running campaign epitomized by the TV spot in which Honey Bunches production worker Diana Hunter talks about leaving work smelling like cookies.
The new “Everything” campaign aims to “celebrate the multiplicity” of Honey Bunches of Oats’ tastes and textures — its crispy flakes, crunchy granola oat clusters and touch of honey — and convey that a bowl of the cereal “is greater than the sum of its parts,” says Julie Hewitt, the brand’s integrated marketing communications manager. Use of popular references and memes are meant to encourage consumers “to play with and make the content their own,” she adds.
The approach is a departure from typical family-themed cereal-category creative, as well as from the brand’s own previous ads, Hewitt notes.
The general-market TV ad (below) starts off with the “Everything” tagline and a sort of diagram showing all of the different ingredients and tastes in the cereal — with an “OMG” thrown in for good measure. That’s followed by a rapid-fire montage mixing nostalgic, current and “iconic” images, including Wonder Woman; what appears to be a circa-1980’s family photo; a clip of young people raising their arms in celebration; a shot of the Sistine Ceiling’s “Creation of Adam” image, altered to include a bowl of Honey Bunches…with images of honey, wheat and young adults enjoying the cereal interspersed along the way.
The equally fast-paced voiceover describes Honey Bunches as “the mother of all cereals…No, no, scratch that… It’s the mother, father, sister, brother, grandma and every one of your ever-lovin’ cousins of all cereals…”
A Spanish-language version is substantially the same, but includes images keyed to Hispanic culture, including clips from soccer matches and Hispanic family shots.
Both ads have 15- and 30-second versions. They began running on Aug. 8.
To read the rest of this article at MediaPost, please click here.