October 14, 2021
Honey Bunches of Oats Launches “Make a Bunch Happen” Campaign to Inspire People to Bring their Best Selves to the Day, and the World
LAKEVILLE, Minn., Oct. 14, 2021 — If the last 20 months has taught us anything, it’s that it’s becoming all too easy to operate on half-empty. But what are we contributing to the world if we’re not fully fueled to bring our best selves forward? Post Cereal’s Honey Bunches of Oats is addressing this recent cultural tension with its first TV creative in three years, reminding consumers that like the bunches in Honey Bunches of Oats, they are the unique ingredient the world needs more of right now. The new national TV spot, Make a Bunch Happen, produced by the brand’s creative agency, Barkley, captures the magical effects of starting your day with a bowl of Honey Bunches of Oats. These moments, when you’re primed to bring your best self forward, help make the world a bunch better.
“We’re on a mission to inspire and fuel every individual to bring their best, most unique self forward,” said Kristin DeRock, Honey Bunches of Oats brand manager at Post Consumer Brands. “Honey Bunches of Oats is a daily delicious reminder of the impact each ingredient brings to the bunch. Our campaign captures this core value, vibrantly bringing to life the potential people have not to just join the bunch, but transform it.”
Honey Bunches of Oats has always been a bunch of uniquely delicious and wholesome ingredients coming together to make something even better; and the integrated campaign will bring that promise and purpose to life by inspiring others to make a bunch happen within their community.
In addition to the TV spot, which is set to run nationally on networks such as ESPN, Bravo and HGTV, the integrated campaign includes digital creative, social videos and posts ranging from happiness hacks to morning “me time” affirmations on Facebook, Instagram and TikTok. The buy includes an iHeartRadio partnership with nationally recognized morning show personalities including Danielle Monaro from Elvis Duran and the Morning Show, Christine Nagy of Cubby and Christine Mornings on 106.7 Lite FM and Carolina Bermudez of the Carolina with Greg T in the Morning on 103.5 KTU. The Talent will share how Honey Bunches of Oats helps them bring their best selves to the world.
“With our new campaign, we want to connect with people in a meaningful way, by creating an emotionally evocative call to go out and ‘Make a Bunch Happen’,” said Troy Burrows, Barkley, EVP, creative. “We know that me-time is key to being our best selves and our goal is to kick-start the good energy that allows us all to bring that to the day and to the world. And then, we want to go on proving that through brand actions as the campaign continues to evolve in the year ahead.”