*Honey Bunches of Oats has launched a new rhyme along with a new campaign and they’re bringing back Diana Hunter, the longtime face of the breakfast cereal and real-life factory worker who retired from the company last year.
According to Ad Age, the “rhymes with delicious” campaign comes as the brand faces sales declines. Hunter was enticed out of retirement “to ease the transition into a new marketing direction that puts the cereal in everyday situations such as an afternoon snack break, and more whimsical ones, such as an astronaut trying to catch his bowl as it floats across the atmosphere,” the report states.
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In the TV new spot, Hunter is seen rhyming with another employee, “Crispy, crunchy bunches, for breakfast, brunch and lunch, to fill your bags and totes, with Honey Bunches of Oats,” they sing.
Hunter began working for the company in 1976 and appeared in her first commercial in 2002. The company hopes you’ll think of her new jingle as you’re shopping for cereal.
“The cereal category is notoriously promiscuous. With choice-overload in the cereal aisle, there’s no question why,” Roxanne Bernstein, CMO, Post Consumer Brands, said in a statement, adding that Hunter’s retirement “had us at an important juncture.”
via Ad Age:
Sales of Honey Bunches of Oats, Post Consumer Brands’ top-seller, fell more than 4 percent in the 52 weeks ended Sept. 9, according to IRI. Still, the brand has a solid lead over most other cereals on the market.
Cheerios, Frosted Mini Wheats (Kellogg), and Fruity Pebbles (Post) were the only brands in the top 10 that posted sales gains in that period, IRI data show.
“This really is about multiplicity,” said Hunter Hindman, founder of advertising agency Argonaut which created the new Hunter-led ads. “We want to really surround people with this song, with this kind of rhyme-y technique.”
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