Post breaks Big Honey campaign
By Adnews Staff
Post Consumer Brands has begun an advertising campaign in Canada and the US for its Honeycomb cereal brand. Called “Big Honey,” the campaign features actor and comedian Terry Crews in a bee costume, offering advice to tween and teenaged consumers intended to increase their confidence. The effort includes television commercials, online videos and social media content. The campaign was developed by OstrichCo of Toronto.
“With its big shape, crunch and flavor, Honeycomb cereal has always been one of those gateways to growing up, a favorite choice of tweens and teens alike,” said David Bagozzi, vice-president of marketing at Post. “Grounded in the simple truth that tween and teen years come with all kinds of new experiences and challenges, we created the ‘Big Honey’ persona to command kids’ attention and inspire them to ‘bee’ their best in a fun and relatable way. When we were casting ‘Big Honey,’ we knew Terry would be the perfect choice to deliver the confidence, energy and humor we wanted to see come through in the new spots.”