Honey Monster has breakfast ‘rapped' up
7th March 2008
After many years away from our screens one of television's most-loved ad characters is back: bigger and better than before.
Honey Monster will front a £3.2m multimedia campaign for HM Foods' cereals Sugar Puffs, Honey Meltz and Honey Waffles, launching with a TV ad on 10 March.
The ad - created by Bray Leino - sees Honey Monster and his housemate about to enjoy their Sugar Puffs, but before they tuck in they follow a bizarrely comical rap ritual which ends with the tagline ‘Feed the fun'.
The 10 and 30-second executions will run until May on GMTV, Five, Nickelodeon and multi-channel, and again from early July to mid-August.
Bruce Hutton, Bray Leino managing director, says: "Honey Monster is without doubt one of the classic TV ad characters. Having not been on screen for some years, we wanted to give Honey Monster the chance to express himself in a new contemporary way that only he could. But it was essential in doing this that we remained true to the tradition of him being seen as a fun character that kids everywhere would love to have at their breakfast tables. We feel his latest antics bring him up to date and have the power to get people talking."
Jane James of HM Foods adds: "While it's great to have Honey Monster back on TV again as he is unquestionably synonymous with Sugar Puffs, this campaign is all about using his ‘familiarity factor' across a variety of media to promote an expanded range of breakfast cereals."
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