The Honey Monster’s back – in person!
Friday January 30, 2015 at 1:23pm
Halo Foods is following up the recent launch of Honey Monster Puffs with the return of the iconic Honey Monster to screens and stores across the UK from this month, supporting marketing plans for the newly rebranded breakfast cereal. The popular character will be at the heart of a national campaign to help grow Honey Monster Puffs’ share of the RTE (ready-to-eat) cereal category, currently worth £1.2billion. The campaign, which has just launched, will include TV advertising, character appearances nationwide, product sampling, a dedicated social media campaign and PR activity. Halo Foods aims to reach more than 30 million consumers via what it says is the largest marketing campaign for the brand in a decade. Around five million people will get the opportunity to meet the Honey Monster in appearances across the country, with 500,000 consumers set to sample the new Honey Monster Puffs product, which features a revised recipe with less sugar and more honey than previous versions. The Honey Monster first appeared 38 years ago but following marketing cut-backs under previous brand owners, the character had disappeared from screens and was in the lower leagues of public consciousness. The new, rejuvenated Honey Monster is pitched as a more grown-up character who lives for fun, creating opportunities for mischief and activity with outdoor play. Andy Valentine, marketing director of Halo Foods, comments: “From talking to consumers, it was very clear just how much fondness and nostalgia there is towards the Honey Monster. The challenge for us has been to bring him out of the shadows and make him relevant to a whole new generation." Valentine adds: "Making the Honey Monster the hero of our re-branding provides us with a platform for future innovation and allows us to create a closer link between the character and the product." Halo Foods announced the launch of the reformulated, re-branded version of its iconic cereal in October 2014. The new product, Honey Monster Puffs, contains 20% more honey than the previous recipe and has seen an overall sugar reduction of a third over the last decade. The re-banded product also features a reinvigorated packaging design with traffic light nutritionals on front of pack – making it one of the first branded cereals in the UK to proactively display this information to consumers.