The Drum Awards for Marketing APAC

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Agency: Argonaut
Date: Jan 2020
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The Honey Bunches of Oats brand is expanding its lineup to include new Honey Bunches of Oats Frosted cereal. The new cereal medley adds a frosty layer of delightful sweetness to the Honey Bunches of Oats flakes, which are then paired with the crunchy goodness of the brand’s fan-favorite granola bunches.

The launch of Honey Bunches of Oats Frosted cereal will be supported with an integrated marketing effort as part of the next iteration of the brand’s 'Rhymes with Delicious' creative campaign. The campaign features two new whimsical spots by creative agency-of-record Argonaut that will air nationally beginning 20 Jan.

One of the new Honey Bunches of Oats Frosted spots stars retired Post Consumer Brands employee and beloved longtime face of the brand Diana Hunter as a DJ backed by a band whose members include two current Post Consumer Brands employees from the company’s Battle Creek, Michigan, plant — Natalya Shelton and Stephanie Banks. The company invited employees to submit videos of themselves dancing to their favorite song. The two women chosen are good friends and submitted their application video together.

The new Honey Bunches of Oats cereal also features the brand’s new packaging look, designed to make it easier to spot on store shelves. The brand’s refreshed packaging began flowing into market last fall.


Chief Marketing Officer: Roxanne Bernstein

Senior Director, Creative Services: Scott Kleingartner

Senior Director, Insights and Planning: Ananta Engineer

Senior Manager, Insights: Anna Alderink

Senior Director, Brand Marketing: Meredith Suffron

Senior Brand Marketing Manager: Michelle Titus

Senior Associate Brand Manager: Elle Weisenberger

Chief Creative Officer: Hunter Hindman

Creative Director: Shane Fleming

Senior Copywriter: Chris Kessler

Senior Art Director: Sean Grimes

Head of Production: Jon Drawbaugh

Executive Producer: Jeremy Arth

Business Affairs Director: Carrell McCarthy

Co-Head of Strategy: Alan Stout

Co-Head of Strategy: Brian Olsen

Strategist: Jake Ullman

Group Brand Director: Jordan Wood

Brand Director: Steve Stewart

Brand Manager: Savanna Smith


Production Company: Hobby Film

Director: Magnus Renfors

Producer: John Gerard

Executive Producer: Anna Bergström

Director of Photography: Mårten Tedin


Beast Post

Editor: Bob Spector

Assistant Editor: Evan Mueller

VFX Producer: Gordon Wittmann

Lead Flame Artist: Darren Orr

Flame Artist: Eric Pascua

VFX Artist: Evan Ryan


Music, Sound Design & Mix by Barking Owl

Composer : Houston Fry

Sound Designer: Morgan Johnson

Mixer: Matt Keith

Creative Director: Kelly Bayett

Producer: KC Dossett