Argonaut takes on the cereal aisle as new AOR for Honey Bunches of Oats
Argonaut has been named creative and social agency of record for Post Cereal’s Honey Bunches of Oats, following a competitive review.
Argonaut has been selected to handle creative and social responsibilities for Honey Bunches of Oats cereal / Yvens Banatte via Unsplash
One of the top-selling cereals in America, the brand has spent nearly $30m for media buys and has been claimed as the #3 cereal for families and number-one amongst Hispanics. HBO’s annual reported media spend is approximately $30m dollars.
The review came in the wake of brand spokesperson (and Post factory worker) Diana Hunter retiring, with the company’s flagship brand struggling to regain a foothold in the category since.
Argonaut considered itself a good fit for the CPG brand: most of its leadership staff handled the Frito-Lay business during its time working together at Goodby, Silverstein & Partners.
Roxanne Bernstein, chief marketer for Post, said in a statement. “Argonaut impressed us for many reasons throughout the process. 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.”
“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.”
Katie Miller, Argonaut's head of brand management and new business added:"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.“
The pitch-winning campaign is expected to break in Q4 of this year.