Campaign Watch: Honey Bunches of Oats Mixes In Snapchat, Hispanic

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Honey Bunches of Oats This Is Everything

Post Consumer Brands’ Honey Bunches of Oats cereal line is promoting its new “This. Is. Everything.” campaign as its biggest 360-degree campaign to date. The bilingual (English- and Spanish-language) effort that leverages social memes and pop culture references to promote what it’s describing as “the ultimate cereal experience.” From the press release:

Honey Bunches of Oats is launching a new 360-degree marketing campaign to encourage fans to rethink the classic cereal, which has two varieties – Honey Roasted and Almond – among the top 10 favorite cereals in America. The new “THIS. IS. EVERYTHING.™” campaign celebrates the multiplicity of the product, from the crispy flakes to the crunchy granola oat clusters and the sweet touch of honey, while emphasizing a bowl of Honey Bunches of Oats is greater than the sum of its parts.

Multiple touchpoints are being utilized to bring the fully integrated campaign to life in order to engage consumers in person, online, offline and on multiple screens. Across all marketing levers, the work interweaves memes from social media and pop culture references to tell the brand story and allow consumers to play with and make the content their own.

ENGLISH-LANGUAGE TV: The campaign kicks off with new commercial spots hitting airwaves in August. Two versions of the commercial were created specifically to engage both General and Hispanic audiences. The English-language spots mash-up iconic images with current pop culture memes to relay the timelessness and multi-sensorial experience of the cereal. The ads will air across A+E Networks, Disney, NBCUniversal, Scripps Network Interactive, Turner, Viacom, and Univision Network, amongst others, in both :15 and :30 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. 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,” said Ann Stockman, Senior Brand Manager, Honey Bunches of Oats. “With this campaign, we wanted to unify our message among our consumers.

HISPANIC MARKETING: “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.” The Spanish-language spots maintain the style and tone of the English-language ads, but use images centered on cultural nostalgia and family.

SWEEPSTAKES: In addition to the TV spots, the campaign will come to life in digital through an experience which allows fans to star in their own “THIS. IS. EVERYTHING.™” video. Fans will be encouraged to visit honeybunchesthisiseverything.com and personalize the new ad with photos of themselves and their families. By creating and sharing their unique video, consumers will automatically be entered into the “Starring You!” sweepstakes. One winner will be randomly selected to win $10,000. The sweepstakes launches today, August 29, 2016, and ends October 31, 2016.

“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. We think it’s engaging, shareable, and most importantly, a memorable way to involve our fans in the campaign,” said Julie Hewitt, Integrated Marketing Communications Manager, Honey Bunches of Oats.

Honey Bunches of Oats: crispy flakes, crunchy bunches, and lots of wow! THIS. IS. EVERYTHING. #HBOisEverything

A video posted by Honey Bunches of Oats (@hboats) on

SOCIAL MARKETING: In addition to Instagram, Twitter and Facebook messaging (hashtag: #HBOisEverything), Snapchat users will experience the “THIS. IS. EVERYTHING.™” campaign via the social platform’s newly launched Snap Ads Between Friends platform.

OTHER TOUCHPOINTS: In addition to television and the digital and social elements, some of the multiple touchpoints that will bring the fully integrated campaign to life include a sampling tour, retailer events, media partnerships, including Jane the Virgin in CW primetime, and Screenvision Media (cinema) ads. “Through all our marketing levers, we’re promoting a synergistic campaign, so our fans will experience the “THIS. IS. EVERYTHING.™” message at every step of their journey,” said Hewitt.

Post Consumer Brands is a business unit of Post Holdings, Inc., formed from the combination of Post Foods and MOM Brands in May 2015. Headquartered in Lakeville, Minn., Post Consumer Brands is the third largest cereal company in the United States, with a broad portfolio spanning all segments of the category — from iconic household name brands and value ready-to-eat cereals to natural/organic and hot cereal varieties. As a company committed to high standards of quality and to our values, we are driven by one idea: To make better happen every day.

For more on Honey Bunches of Oats, visit honeybunchesofoats.com or visit facebook.com/honeybunchesofoats, or follow @HBOats on Instagram and Twitter. For more information on Post Consumer Brands, visit postfoods.com and mombrands.com.

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