Post Food’s Honey Bunches of Oats® Launches National Campaign Featuring Award-winning Artist and Latin GRAMMY® Nominee Prince Royce
NEW YORK, Oct. 2, 2012 /PRNewswire/ — Post Food’s Honey Bunches of Oats® deepens its reach and commitment to the Hispanic community with a national campaign that aligns the brand’s spirit of positivity with the uplifting power of music.
Starting October 1, the campaign “Positive Mix” promises to deliver a series of unique VIP music experiences to consumers who engage and participate with the brand in-store, online and in-market. “Music has been key for Honey Bunches of Oats to successfully form an emotional connection with our Latina consumer and ignite her ‘chispa’ or ‘spark’! The perfect evolution to our marketing plans recently has been our strategic partnership with Prince Royce and our sponsorship of the Latin GRAMMY® Street Parties, leading to the biggest night in Latin music — the Latin GRAMMY® Awards. We strongly believe this program is the ideal forum for Honey Bunches of Oats to further connect with our consumers in a relevant and exciting way during a very busy pop culture time period of the year,” said Mike Foley, Brand Manager US Hispanic & Export, Post Foods.
Millions of bilingual specially-marked-boxes featuring multi-Platinum-selling-artist Prince Royce will be on shelves across the country starting the week of October 1. 10,000 consumers will instantly win music downloads and automatically be entered to win a grand prize flyway package that includes a trip to celebrate New Year’s Eve in New York City and a chance to meet and greet Prince Royce.
“I’m very excited to be part of this campaign with Honey Bunches of Oats and appreciate the cereal’s commitment to Latinos and our music. When I was starting my career in music, I never thought that one day my face would be on the cover of a cereal box! I hope this program inspires a lot of people to participate and celebrate the impact we Latinos and our music are making in this country,” said Prince Royce.
The multi-platform campaign includes exclusive category integration in the 2012 Latin GRAMMY® Street Parties, now celebrating its 10th year. The six-city cross-country festival will lead up to the XIII Annual Latin GRAMMY Awards® Telecast on November 15 in Las Vegas. The festival kicked off this past Sunday, September 30, in Chicago where Honey Bunches of Oats® interacted with consumers. The festival continues to the top Hispanic communities across the country making stops in Houston, Dallas, Los Angeles, San Jose, Calif., and finishing the celebration in Miami on November 4.
The cereal brand is also demonstrating its commitment to the positive impact of music education by supporting the Latin Recording Academy®’s Latin GRAMMY® in the Schools program. Honey Bunches of Oats® will host a special event in a Miami public school and present a $10,000 donation in support of their arts and music program to the school.
The campaign was championed by creative and shopper agency XL Alliance (www.xlalliance.com) and media agency MV42, a division of MediaVest Worldwide, seeking to aligning music, national media, digital, shopper marketing and community relations touch-points for greater reach and ROI.
“We developed a program that showcases the convergence of the brand’s positive and uplifting essence with the positive impact of music on our Hispanic consumers. However, beyond a strong awareness and celebrity connection this campaign stands out for its total-market and bilingual outreach, cross-channel and shopper impact and delicate balance of national and local breadth and depth in execution,” said Liliana Gil, Managing Partner of XL Alliance.
About Post Foods, LLC
Post has enriched the lives of consumers, bringing quality foods to the breakfast table since the company’s founding in 1897. Post’s portfolio of brands includes diverse offerings to meet the taste and nutritional needs of all families, including such favorites as Honey Bunches of Oats®, Pebbles®, Great Grains®, Post Shredded Wheat®, Post® Raisin Bran, Grape-Nuts®, and Honeycomb®. Post is dedicated to health and wellness, offering consumers a variety of cereal choices to meet their nutritional needs from whole grain and fiber to lower sugar offerings. For more information about Post Foods, visit www.PostFoods.com.
About The Latin Recording Academy
The Latin Recording Academy is an International, membership-based organization comprised of Spanish- and Portuguese-speaking recording artists, musicians, songwriters, producers and other creative and technical recording professionals. The organization is dedicated to improving the quality of life and cultural condition for Latin music and its makers. In addition to producing the Latin GRAMMY Awards to honor excellence in the recorded arts and sciences, The Latin Recording Academy provides educational and outreach programs for the Latin music community. For more information about The Latin Recording Academy, please visit www.latingrammy.com. For breaking news and exclusive content, join the organization’s social networks as a Twitter follower at www.twitter.com/latingrammys, and a Facebook fan at www.facebook.com/latingrammys.
SOURCE Post Foods, LLC