Honey Bunches of Oats launches a new campaign via Hispanic AOR The Bravo Group.

Post Foods, LLC is launching a new Hispanic campaign for their star brand Honey Bunches of Oats this week. The campaign, executed by The Bravo Group, Post’s Hispanic AOR, continues the brand’s long standing commitment to the US Hispanic population, and demonstrates Post’s desire to bring the brand closer to the hearts and stomachs of the Latino population by focusing on the brand’s unique flavor combination and the joyful eating experience it elicits. The campaign will feature both: 30 and: 15 spots and will be broadcast on national Spanish language television.

“Latinos have larger households and over index in cereal consumption, however, [some] are unfamiliar with our brands due to their lack of exposure in Hispanic countries of origin. Our goal is to establish a relationship between Honey Bunches of Oats and the Hispanic gatekeeper as she puts down roots and expands her brand set in this country,” stated Jennifer Marchant, Senior Director of Marketing at Post Foods. “We want consumers to try Honey Bunches of Oats, because once you try them, it’s easy to fall in love with their delicious taste and crunchy honey-baked oat clusters. Each spoonful is truly unique,” she continued.

The campaign, launched this week featuring an iconic brand character – the fun-loving and spirited Honey Bunches of Oats plant employee who truly believes in the goodness of the cereal she makes and is a proud brand ambassador. “The creative idea calls upon the plant employee to deliver a blind taste test to an unsuspecting guy who has no idea the cereal he is tasting over and over again is Honey Bunches of Oats! It’s a very simple structure that clearly demonstrates the serendipitous nature of the Honey Bunches of Oats eating experience; said Ruth Olegnowicz, VP Creative Director, The Bravo Group NY. “With each mouthful our character finds a new and delicious mix of ingredients thereby proving the brand’s claim that “Each spoonful is ‘unrepeatable’.”

“Post Cereals is and has been committed to effectively marketing to US Hispanics for many years now. We continue to be proud partners to them and as the Hispanic cultural experts, proud to be instrumental in ensuring their brand voice is communicated in the most relevant and impactful ways”, said Nilda Velez, VP Managing Director The Bravo Group NY.

To view storyboard CLICK above on ‘More Images’.