Eric Schmidt
Director of Photography (DOP) at Biscuit Filmworks NY
El Segundo, United States
TitleRhymes with Delicious
Agency
Campaign Rhymes with Delicious
Advertiser Post Holdings
Brand Honey Bunches of Oats
Date of First Broadcast/Publication 2018 / 10
Tagline Honey Bunches of Oats, Cereals, Oats, Rhymes, Music, Breakfast
Philosophy Post Consumer Brands’ (PCB) Honey Bunches of Oats® cereal has launched its newest national advertising campaign, “Rhymes with Delicious.” Created in partnership with its agency of record, San Francisco-based ad agency ARGONAUT, the new integrated effort celebrates consumers’ love for the brand and draws inspiration from the unique medley of the cereal itself – the perfect blend of granola bunches, crunchy flakes, and delicious honey.

The new “Rhymes with Delicious” campaign brings Diana Hunter back to the small screen after her retirement last year with a cameo in the launch spot, Bowl Spoon Action, which debuts today.
“Rhymes with Delicious” is brought to life by an array of people from all different places and stages of life united around their love for the cereal - from a dad and his twin daughters under a breakfast table fort, to a woman escaping her mundane desk-work for a snack, to a hungry astronaut in outer space. Using an infectiously charming and catchy ear-worm, each of the spots play up how the cereal is an undisputed crowd pleaser, so much so that people are inspired to break into song. The campaign consists of several :30 and :15 spots which will air across national TV through 2019: https://www.youtube.com/playlist?list=PLQF1bodgiLb3fKDy1MeoC0nW-Gccs4tv5

The TV spots will be supported by a radio and social campaign, both paid and organic. For audio-based media like Pandora, the agency created custom, genre-targeted ads featuring rhymes that build on those introduced in the TV commercials. And for social, the team created shorter, karaoke-inspired clips of the spots to accommodate the sound-off environment and employee-centric rhyming posts paying homage to those featured in the launch spot.

“‘Rhymes with Delicious’ is an unapologetically branded campaign built on the truth that Honey Bunches of Oats is the ultimate crowd pleaser that everybody can agree on for breakfast. It literally has something for everybody in each and every bowl,” said Hunter Hindman, founder and chief creative officer at ARGONAUT. "The campaign has an infectious way of highlighting the true and widespread brand love that exists for this cereal.”


ARGONAUT was appointed agency-of-record for the brand earlier this year – handling creative and social media duties. This is the first major campaign launch resulting from the partnership. 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.
Media Type Television
Length
Chief Marketing Officer
Director Creative Services
Director, IMC & Shopper Activation
Brand Manager
Associate Brand Manager
IMC Manager
Marketing Communications Associate
Manager, Creative Motion Content
Founder, Chief Creative Officer
Executive Creative Director
Creative Director
Creative Director
Art Director
Copywriter
Producer
Head of Brand Management + New Business
Brand Director
Brand Manager
Chief Strategy Officer
Executive Strategy Director
Communications Strategy Director
Communications Strategist
Community Manager
Business Affairs Manager
Production Company
Director
Executive Producer
Line Producer
DP
Production Designer
Editorial and VFX
Editor
Executive Producer
Asst. Editor
Flame Artist
Motion Graphics Artist
CG Generalist
VFX Producer
Music
Original Music, Sound Design & Mix by
Sound Designer
Mixer
Creative Director

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