HONEY BUNCHES OF OATS

Reversing the decline of the ultimate crowd pleaser

RHYMES WITH DELICIOUS

TIMELY CONTEXT:
After years of building equity behind an affable factory worker, Diana Hunter, Honey Bunches of Oats was confronted with her retirement. On top of that, they were still competing in a highly saturated, declining category. Without Diana, they were struggling with how to compete for hearts, minds, and wallets.

TIMELESS TRUTH:
Everyone loves the beautiful jumble of deliciousness that is Honey Bunches of Oats. It was then, and still is, the ultimate crowd-pleaser.

ICONIC BRAND:
“Rhymes with Delicious” was an unapologetically branded campaign that created new memory structures for the brand—in a way that was relevant to both context and audience.

Honey Brunches of Oats generated more social activity for the brand than the entire year prior.

RESULTS

Reversing the decline of the ultimate crowd pleaser

RHYMES WITH DELICIOUS

Honey Brunches of Oats generated more social activity for the brand than the entire year prior.

13 consecutive months of growth

Achieved its highest share at Walmart in five years

Broke brand records across memorability, brand linkage, breakthrough, and purchase intent metrics

Reversing the decline of the ultimate crowd pleaser

RHYMES WITH DELICIOUS

Honey Brunches of Oats generated more social activity for the brand than the entire year prior.

13 consecutive months of growth

Achieved its highest share at Walmart in five years

Broke brand records across memorability, brand linkage, breakthrough, and purchase intent metrics

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