Post Consumer Brands’ Honey Bunches of Oats® Launches New ESTO. ES. TODO.™ Campaign Steeped In Hispanic Pop Culture
— Integrated Marketing Campaign Leverages Hispanic Cultural References to Showcase Honey Bunches of Oats® is the Ultimate Cereal Experience —
LAKEVILLE, MN – September 1, 2016 – (HISPANICIZE WIRE) – Honey Bunches of Oats, the cereal of choice amongst Hispanics in the U.S., is launching a new 360-degree marketing campaign to encourage fans to rethink the classic cereal, which has two varieties – Honey Roasted and Almond – among the top 10 favorite cereals in America. The new “ESTO. ES. TODO.TM” (“THIS. IS. EVERYTHING.TM”) campaign celebrates the multiplicity of the product, from the crispy flakes to the crunchy granola oat clusters and the sweet touch of honey, while emphasizing a bowl of Honey Bunches of Oats is greater than the sum of its parts. Multiple touchpoints are being utilized to bring the fully integrated campaign to life in order to engage a total market audience in person, online, offline and on multiple screens. Across all Spanish-language marketing levers, the work interweaves references from Hispanic pop culture to tell the brand story and allow consumers to play with and make the content their own.
There is a concurrent mainstream campaign, “THIS. IS. EVERYTHING. ,TM” also kicking off with new commercial spots. Both the Spanish and English versions of the commercial, each with unique creative, were created specifically to engage a total market audience. The TV spots mash-up iconic images with current pop culture references to relay the timelessness and multi-sensorial experience of the cereal. Both spots maintain the same style and tone, however, the Spanish-language spots use images centered on cultural nostalgia and family. The ads will air across A+E Networks, Disney, NBCUniversal, Scripps Networks Interacitve, Turner, Viacom, and Univision Network, amongst others, in both :15 and :30 spots.
“By design, a bowl of Honey Bunches of Oats is never one, but rather multiple tastes and textures that combine for the ultimate taste experience. So when we started down the journey of creating a new campaign, we wanted to celebrate the fact that our cereal is not just one thing – it’s EVERYTHING. We decided to play on the popularity of the phrase ‘This Is Everything’ to showcase our uniqueness in a fun and playful way,” said Ann Stockman, Senior Brand Manager, Honey Bunches of Oats. “With this campaign, we wanted to unify our message among our consumers. “ESTO. ES. TODO. TM” the Hispanic version of the campaign running in Spanish-language media, includes a culturally-relevant interpretation of our message that we hope will resonate positively with the Hispanic audience which is so important for Honey Bunches of Oats.”
In addition to the TV spots, the campaign will come to life in digital through an experience which allows fans to star in their own “ESTO. ES. TODO.TM” video. Fans will be encouraged to visit www.honeybunchesthisiseverything.com and personalize the new ad with photos of themselves and their families. By creating and sharing their unique video, consumers will automatically be entered into the “¡Tú Eres La Estrella!” (Starring You) sweepstakes. One winner will be randomly selected to win $10,000. The sweepstakes launches August 29, 2016, and ends October 31, 2016.
The “¡Tú Eres La Estrella!” (Starring You) digital sweepstakes was the perfect overlay to show our fans how they mean EVERYTHING to us, by allowing them to become a part of the commercial. We think it’s engaging, shareable, and most importantly, a memorable way to involve our fans in the campaign,” said Julie Hewitt, Integrated Marketing Communications Manager, Honey Bunches of Oats.
In addition to the television and the digital and social elements, Honey Bunches of Oats has partnered with Univision Network to sponsor the finale of popular telenovela, “Un Camino Hacia el Destino,” as well as the premiere of the new telenovela “Amo Despertar Contigo,” with customized show recaps combining everything consumers love while watching telenovelas by creating overly-dramatic, humorous and buzz-worthy vignettes. Some of the additional multiple touchpoints that will bring the fully integrated campaign to life include a sampling tour, retailer events, media partnerships, including “Jane the Virgin” in CW primetime, and Screenvision Media (cinema) ads. “Through all our marketing levers, we’re promoting a synergistic campaign, so our fans will experience the “ESTO. ES. TODO.TM” message at every step of their journey,” said Hewitt. Snapchat users will even experience the “ESTO. ES. TODO.TM” campaign via the social platform’s newly launched Snap Ads Between Friends platform.
For more Honey Bunches of Oats information, please visit www.honeybunchesofoats.com or connect with us on Facebook at www.facebook.com/HoneyBunchesLatino, or on Instagram and Twitter by following @HBOatsLatino.
About Post Consumer Brands
Post Consumer Brands is a business unit of Post Holdings, Inc., formed from the combination of Post Foods and MOM Brands in May 2015. Headquartered in Lakeville, Minn., Post Consumer Brands today is the third largest cereal company in the United States, with a broad portfolio spanning all segments of the category — from iconic household name brands and value ready-to-eat cereals to natural/organic and hot cereal varieties. As a company committed to high standards of quality and to our values, we are driven by one idea: To make better happen every day. For more information about our brands, visit www.postfoods.com and www.mombrands.com.