Honey Monster Foods appoints Rainey Kelly and Arena BLM

Honey Monster Foods, owners of Sugar Puffs, has appointed Rainey Kelly Campbell Roalfe/Y&R and Arena BLM to handle its advertising and media planning and buying accounts respectively.

Honey Monster
Honey Monster

The agencies were chosen by the company, which owns the rights to the iconic Honey Monster character, following a competitive pitch. Other agencies involved in the pitch include JWT, Delaney Lund Knox Warren and MediaVest.

RKCR/Y&R (whose creative director Damon Collins is pictured with the Honey Monster) and Arena BLM will replace incumbent agency Bray Leino, which has handled both advertising and media planning and buying since 2007.

The agencies will now be responsible for creating new campaigns for Honey Monster Foods, whose brands include Sugar Puffs, Honey Waffles and Banana Puffs.

This will include updating the Honey Monster character and making him the focus of the company’s campaigns once again.

In its last television advert for Sugar Puffs, called “feed the fun”, the Honey Monster sang about the cereal. It was the brand’s first campaign in five years.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here