• by Fern Siegel , October 10, 2023

Honey Bunches of Oats has decided that bunches make cereal better.

That's the message of its new creative from Carmichael Lynch, the brand’s AOR.

Targeting millennials, the integrated campaign includes TV, social and digital and will run into 2024. The work focuses on the wholesomeness of oats, while humorously suggesting it can get you through tricky moments.

TV spots will run in English and Spanish. There is also retail media in various stories, including Walmart, Kroger and Target.

Marty Senn, chief creative officer, Carmichael Lynch, added: “With this new campaign, we wanted to move past the usual breakfast vignettes and instead highlight those little moments where a bowl of Honey Bunches of Oats could have made all the difference."

In “Assembly,” someone is seen trying to put together DIY furniture that suddenly falls apart. The voiceover says: “If you ate Bunches of Oats, you probably wouldn’t have three leftover screws.”

Similarly, in “Crush,” a boy smiles hopefully at his high-school crush, as she breezes past him. “Maybe if you ate Bunches of Oats, she’d know you existed.”

The tagline: "Don't just each oats. Eat bunches of oats."

"Fans have always loved our iconic bunches and clusters. They’ve stood the test of time and differentiate our cereal. Now, we have the chance to highlight that we have Bunches of Oats, a wholesome, hearty ingredient that can help to set you up to win the day," said Steve Spaulding, senior director, marketing adult/nutrition, at Post Consumer Brands.