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Honey Bunches of Oats is introducing its first work under new AOR Argonaut, which brings back the cereal brand's long-time spokesperson Diana Hunter as one of faces featured in its song-filled new messaging.
The creative centers around a diverse group of cereal eaters rhyming their love for the cereal to underscore the campaign tagline, “Rhymes with Delicious.”
The campaign consists of several 30- and 15-second spots which will air nationally through 2019. These TV spots will be supported by a radio and social campaign, both paid and organic.
For audio-based media like Pandora, the agency is introducing custom, genre-targeted ads featuring rhymes that build on those introduced in the TV commercials. And for social, the team is creating shorter, karaoke-inspired clips of the spots to accommodate the sound-off environment and employee-centric rhyming posts that pay homage to those featured in the launch spot.
Parent company Post Consumer Brands tapped Argonaut as creative/social AOR in August.
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October 10, 2018 at 09:20AM
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