LAKEVILLE, MINN. — Post Holdings, Inc. has introduced a new 360-degree marketing campaign for its Honey Bunches of Oats brand. The “THIS. IS. EVERYTHING.” campaign is designed to celebrate the “multiplicity of the product,” according to Post.
Post said it will utilize multiple touchpoints to bring the fully integrated campaign to life in order to engage consumers in person, on-line, offline and on multiple screens. Across all marketing platforms, the work interweaves memes from social media and pop culture references to tell the Honey Bunches of Oats brand story and allow consumers to play with and make the content their own.
The campaign kicked off with new commercial spots hitting airwaves in August. Two versions of the commercial were created specifically to engage both general and Hispanic audiences, Post said. The English-language commercial spots mash up iconic images with current pop culture memes to relay the timelessness and multi-sensorial experience of the cereal. Meanwhile, the Spanish-language commercial spots use images centered on cultural nostalgia and family. The advertisements will air across A+E Networks, Disney, NBCUniversal, Scripps Network Interactive, Turner, Viacom, and Univision Network, amongst others, in both 15-second and 30-second spots.
“By design, a bowl of Honey Bunches of Oats is never one but rather multiple tastes and textures that combine for the ultimate taste experience,” said Ann Stockman, senior brand manager for Honey Bunches of Oats. “So when we started down the journey of creating a new campaign, we wanted to celebrate the fact that our cereal is not just one thing — it’s everything. We decided to play on the popularity of the phrase ‘This is everything’ to showcase our uniqueness in a fun and playful way. With this campaign, we wanted to unify our message among our consumers. ‘ESTO. ES. TODO.’ the Hispanic version of the campaign running in Spanish-language media, is a culturally relevant interpretation of our message that we hope will resonate positively with all members of our fan base.”
In addition to the commercial spots running on television, Post said the campaign will “come to life” in digital through an experience that allows fans to star in their own “THIS. IS. EVERYTHING.” video. Fans will be encouraged to visit www.honeybunchesthisiseverything.com and personalize the new advertisement with photos of themselves and their families. By creating and sharing their video, consumers automatically will be entered into the “Starring You!” sweepstakes. Post said it will randomly select one winner to win $10,000. The sweepstakes runs from Aug. 29 to Oct. 31..
“’The Starring You’ digital sweepstakes was the perfect overlay to show our fans how they mean everything to us, by allowing them to become a part of the commercial,” said Julie Hewitt, integrated marketing communications manager, Honey Bunches of Oats. “We think it’s engaging, shareable, and most importantly, a memorable way to involve our fans in the campaign.”In addition to television and the digital and social elements, Post said it will incorporate a sampling tour, retailer events, media partnerships, and Screenvision Media (cinema) ads.