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.


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