The Honey Monster will re-appear on TV screens today in the first adverts for Honey Waffles in a campaign by Havas-owned media planning and buying agency, Arena Media.
Central to the launch of Honey Waffles, a multigrain cereal made from wholegrain wheat, oats and glazed with honey and sugar, is a TV campaign featuring the iconic monster.
The new campaign will position the cereal as a family treat. Arena Media’s TV campaign will see the 30-second spot run across multiple networks, with 80% of airtime scheduled for Friday and Saturday evening on ITV1, targeting audiences during programmes such as The X Factor.
The online campaign sees the Honey Monster take-over a bespoke area of the popular online children’s’ game Bin Weevils. Arena Media created a partnership, which includes a microsite, treasure hunt game and branded newsletter. Activity will run until the end September.
Online video ads will also run across popular mums and kids sites including Nickelodeon, Cartoon Network, Disney.co.uk and the GoViral network.
Arena Media has also set up a dedicated YouTube channel to showcase the brand’s TV ads old and new.
Laura Braithwaite, client services director at Arena Media, said: “It’s great to see such an iconic brand ambassador return to the TV screen. Our integrated campaign targets families through popular TV programmes, while kids and mums can interact with the famous yellow character through online games, a microsite and viral videos.”