| Titre | Rhymes with Delicious |
| Agence | ARGONAUT |
| Campagne | Rhymes with Delicious |
| Annonceur | Post Holdings |
| Marque | Honey Bunches of Oats |
| Date de première diffusion/publication | 2018 / 10 |
| Slogan | Honey Bunches of Oats, Cereals, Oats, Rhymes, Music, Breakfast |
| Philosophie | 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. |
| Type de média | Télévision |
| Longueur | |
| Chief Marketing Officer | Roxanne Bernstein |
| Director Creative Services | Scott Kleingartner |
| Director, IMC & Shopper Activation | Chris Richmond |
| Brand Manager | 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 |
| Directeur de la création | Rob Calabro |
| Creative Director | Anders Gustafsson |
| Creative Director | Shane Fleming |
| Directeur artistique | Matthew Ta |
| Concepteur / rédacteur | Sarah Sutton |
| Producer | Melissa Nagy |
| Head of Brand Management + New Business | Katie Miller |
| Brand Director | Lauren Martinez |
| Brand Manager | Kirbee Fruehe |
| Responsable de la stratégie | Max Heilbron |
| Executive Strategy Director | Alan Stout |
| Communications Strategy Director | Brian Olsen |
| Communications Strategist | Haley Gordon |
| Community Manager | Jake Ullman |
| Business Affairs Manager | Carrell McCarthy |
| Maison de production | Gravy Films |
| Director | Cameron Harris |
| Producteur exécutif | Brent Stoller |
| Producteur délégué | Tanya Stephens |
| DP | Eric Schmidt |
| Chef décorateur | Dan Butts |
| Editorial and VFX | Beast SF |
| Editor | Tim Brooks |
| Producteur exécutif | Tracy Coleman |
| Asst. Editor | Steve Greenberg |
| Flame Artist | Darren Orr |
| Motion Graphics Artist | Ben Kopman |
| CG Generalist | Evan Ryan |
| VFX Producer | Gordon Wittmann |
| Music | Houston Fry |
| Original Music, Sound Design & Mix by | Barking Owl |
| Sound Designer | Morgan Johnson |
| Mixer | Matt Keith |
| Creative Director | Kelly Bayett |
Plus de réalisations
VOIR TOUSOuttakes
- MARQUE:
- Honey Bunches of Oats
- AGENCE:
- ARGONAUT
Spoon, Bowl, Action
- MARQUE:
- Honey Bunches of Oats
- AGENCE:
- ARGONAUT
Destiny Planet View
- MARQUE:
- Activision
- AGENCE:
- 72andSunny