The creative review began last December. Honey Bunches of Oats, a brand known for its earnest and beloved spokesperson, Diana Hunter, had been struggling to find it’s foothold in the category in the wake of Diana’s retirement.
“ARGONAUT impressed us for many reasons throughout the process,” said Roxanne Bernstein, Chief Marketing Officer, Post Consumer Brands. “They are a thoughtful, curious, and highly collaborative team that truly creates both breakthrough and business-changing work on behalf of their clients. We are thrilled to launch our upcoming campaign together and look forward to continuing this strong partnership to earn this brand, which has so much value and potential, its rightful place in the category.”
“We are thrilled to add the Honey Bunches of Oats brand to the roster at ARGONAUT,” said Katie Miller, ARGONAUT Head of Brand Management and New Business. "Not only do we feel a really special spirit of collaboration amongst the team at Post Consumer Brands, but their vision and intent for the Honey Bunches of Oats brand is beyond exciting. We can't wait to uncover what's next together."
ARGONAUT is no stranger to the CPG category as key members of its executive team, Hunter Hindman (Founder, Chief Creative Officer), Max Heilbron (Founder, Chief Strategy Officer), Katie Miller (Head of Brand Management and New Business), and Robert Riccardi (Chief Executive Officer), all worked together overseeing the massive growth of the Frito-Lay portfolio while at Goodby, Silverstein & Partners before leaving to open ARGONAUT.
“Honey Bunches of Oats is a brand we all grew up with in our pantries—it’s a breakfast classic,” said Hindman. “There was no shortage of inspiration in creating work for the ultimate crowd pleaser of the category. We’re eager to bring our unapologetically catchy campaign to market in the coming weeks and hope it becomes as engrained in consumers’ heads as it has become in our own over the past several months.”
The other finalists in the pitch, which was handled internally by PCB, included the local incumbent as well as two nationally renowned agencies that have both been named “Agency of the Year” within the last decade.
ARGONAUT will be overseeing all creative duties for the brand including serving as the Social Media agency of record. The pitch-winning campaign is expected to break in Q4 of this year.
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. HBO’s annual reported media spend is approximately $30 million dollars.
About Post Consumer Brands
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 today 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 information about our brands, visit www.postconsumerbrands.com.
ARGONAUT is an idea-led advertising agency based in San Francisco. Founded in 2013 by Chief Creative Officer Hunter Hindman and Chief Strategy Officer Max Heilbron, ARGONAUT has been named both a “Best Place to Work” and “Agency to Watch” by AdAge. ARGONAUT teams the best talent with the bravest clients in pursuit of work that both drives business results and leaves a dent in culture. ARGONAUT’s clients include Cricket Wireless, MetLife, NerdWallet, Pro-Bono Code Tenderloin and Post Consumer Brands amongst others. http://www.argonautinc.com/