Bray Leino launches seven-figure push for HM Foods
Bray Leino brings back The Honey Monster in a new £3.2million campaign to promote HM Foods' cereal brands, which includes Sugar Puffs.
Viewers will see the monster rapping in the new ad, with 10 and 30-second executions running until May across GMTV, Five, Nickleodeon and multi-channel. It will again return from early-July to mid-August.
Bruce Hutton, Bray Leino managing director, said: “Honey Monster is without doubt one of the classic TV ad characters.
“Having not been on screen for some years, we wanted to give Honey Monster the chance to express himself in a new contemporary way that only he could. But it was essential in doing this that we remained true to the tradition of him being seen as a fun character that kids everywhere would love to have at their breakfast tables. We feel his latest antics bring him up to date and have the power to get people talking.”
Jane James of HM Foods added: “While it’s great to have Honey Monster back on TV again as he is unquestionably synonymous with Sugar Puffs, this campaign is all about using his ‘familiarity factor’ across a variety of media to promote an expanded range of breakfast cereals.”