It created a full-circle campaign that targeted millennial consumers in all the aspects of their lives. Honey Bunches of Oats ran a sweepstakes on its digital and social platforms, inviting consumers to insert themselves into awkward family photos for the chance to win prizes. The brand tested three different advertising spots on Snapchat to see how consumers were engaging with its cereal. In addition, it created mobile pop-ups at festivals and tours, allowing customers to try its product and engage with the brand in a more personal way.
Honey Bunches of Oats partnered with the CW to integrate its product into the launch of the new season of the television show Jane the Virgin. It sought to reach millennial consumers, regardless of how they were watching the show. The brand sponsored behind-the-scenes clips on CW. The Honey Bunches of Oats logo appeared on the bottom right-hand side of the screen as the show was airing — both during live TV and on the CW website. A full Spanish version of a Honey Bunches of Oats commercial aired during the premiere.
The brand was also integrated in a playful storyline with one of the main characters. Honey Bunches of Oats saw increased engagement across all of its platforms :. The CW was already a great partner to Post. We chose Jane the Virgin because the show has a large millennial and Hispanic viewing audience and we wanted to target those consumers.
We know that Snapchat is popular with millennials. We thought that they would not be expecting to get advertised to on Snapchat, and that given a long enough time, they would be likely to watch the full ad. Log in Search. Log in. Forgot Password? Content Library You can search our content library for case studies, research, industry insights, and more.
Search Library. Website You can search our website for events, press releases, blog posts, and more. It was his way of continuing our legacy of innovation begun by C. Post years ago. The idea came to Herzing in One Saturday afternoon at home, he began combining different Post cereal varieties and formats together into one delicious mixture. His daughter Kimberly would then taste them.
After numerous tries, Herzing discovered the ideal combination of sweetness and crunch. Little did he know that his passion for invention would change Post forever. Consumers of all ages loved its medley of grains, flakes and crunchy granola bunches.
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