POST CONSUMER BRANDS/HBO
Chief Marketing Officer: Roxanne Bernstein
Senior Director Creative Services: Scott Kleingartner
Senior Director, IMC & Shopper Activation: Chris Richmond
Senior Brand Manager: Anne Petschel
Senior Associate Brand Manager: Amy Brothers
Senior IMC Manager: Jenna Richardson
Marketing Communications Associate: Larisa Pyskir
Manager, Creative Motion Content: Stephanie Elmer-Gohr
ARGONAUT
Founder, Chief Creative Officer: Hunter Hindman
Executive Creative Director: Rob Calabro
Creative Director: Anders Gustafsson
Creative Director: Shane Fleming
Art Director: Matthew Ta
Copywriter: Sarah Sutton
Producers: Melissa Nagy
Head of Brand Management + New Business: Katie Miller
Brand Director: Lauren Martinez
Brand Manager: Kirbee Fruehe
Chief Strategy Officer: 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
PRODUCTION COMPANIES
Production Company: Gravy Films
Director: Cameron Harris
Executive Producer: Brent Stoller
Line Producer: Tanya Stephens
DP: Eric Schmidt
Production Designer: Dan Butts
Editorial and VFX: Beast SF
Editor: Tim Brooks
Executive Producer: Tracy Coleman
Asst. Editor: Steve Greenberg
Flame Artist: Darren Orr
Motion Graphics Artist: Ben Kopman
CG Generalist: Evan Ryan
VFX Producer: Gordon Wittmann
Original Music, Sound Design & Mix by Barking Owl
Music: Houston Fry
Sound Designer: Morgan Johnson
Mixer: Matt Keith
Creative Director: Kelly Bayett
Published: October 2018
Synopsis:
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.
"We couldn't be more excited to officially launch this campaign," said Roxanne Bernstein, chief marketing officer for Post Consumer Brands. “This campaign is a turning point for our brand - it truly celebrates the history of our friend Diana and our employees, while also letting us take a fresh approach to building our brand for the future."
“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.