• by Larissa Faw , October 10, 2018

Honey Bunches of Oats is introducing its first work under new AOR Argonaut, which brings back the cereal brand's long-time spokesperson, Diana Hunter, as one of the faces featured in its song-filled new messaging. 

The creative centers around a diverse group of cereal eaters rhyming their love for the cereal to underscore the campaign tagline, “Rhymes with Delicious.” 

The campaign consists of several 30- and 15-second spots which will air nationally through 2019. These TV spots will be supported by a radio and social campaign, both paid and organic.

For audio-based media like Pandora, the agency is introducing custom, genre-targeted ads featuring rhymes that build on those introduced in the TV commercials. And for social, the team is creating shorter, karaoke-inspired clips of the spots to accommodate the sound-off environment and employee-centric rhyming posts that pay homage to those featured in the launch spot.

Parent company Post Consumer Brands tapped Argonaut as creative/social AOR in August.