Honey Bunches of Oats - "Rhymes with Delicious"

ARGONAUT

ARGONAUT New York, United States

14085

Бренд: Honey Bunches of Oats
Страна: United States

Рекламодатель: Post Holdings

Заголовок	Rhymes with Delicious
Агентство	ARGONAUT
Кампания	Rhymes with Delicious
Рекламодатель	Post Holdings
Бренд	Honey Bunches of Oats
Дата первой трансляции/Публикации	2018 / 10
Слоган	Honey Bunches of Oats, Cereals, Oats, Rhymes, Music, Breakfast
философия	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.
Тип медиа	Телевидение
Длина	30 seconds
Chief Marketing Officer	Roxanne Bernstein
Director Creative Services	Scott Kleingartner
Director, IMC & Shopper Activation	Chris Richmond
Бренд-менеджер	Anne Petschel
Associate Brand Manager	Amy Brothers
IMC Manager	Jenna Richardson
Marketing Communications Associate	Larisa Pyskir
Manager, Creative Motion Content	Stephanie Elmer-Gohr
Founder, Chief Creative Officer	Hunter Hindman
Исполнительный креативный директор	Rob Calabro
Creative Director	Anders Gustafsson
Creative Director	Shane Fleming
Арт-директор	Matthew Ta
Копирайтер	Sarah Sutton
Producer	Melissa Nagy
Head of Brand Management + New Business	Katie Miller
Директор бренда	Lauren Martinez
Бренд-менеджер	Kirbee Fruehe
Директор по стратегии	Max Heilbron
Executive Strategy Director	Alan Stout
Communications Strategy Director	Brian Olsen
Communications Strategist	Haley Gordon
Менеджер сообщества	Jake Ullman
Менеджер по делам бизнеса	Carrell McCarthy
Продакшн Студия	Gravy Films
Director	Cameron Harris
Исполнительный продюсер	Brent Stoller
Линейный продюсер	Tanya Stephens
DP	Eric Schmidt
Художник-постановщик	Dan Butts
Editorial and VFX	Beast SF
Editor	Tim Brooks
Исполнительный продюсер	Tracy Coleman
Asst. Editor	Steve Greenberg
Художник огня	Darren Orr
Художник по графике движения	Ben Kopman
CG Generalist	Evan Ryan
Продюсер видеоэффектов	Gordon Wittmann
Music	Houston Fry
Original Music, Sound Design & Mix by	Barking Owl
Звукорежиссер	Morgan Johnson
Смеситель	Matt Keith
Creative Director	Kelly Bayett