One for the Honey

AUCKLAND, Today: Ponsonby indie Pitchblack has created a new campaign for Sanitarium Honey Puffs, celebrating the return of a famous character after an absence of 15 years – with new-look honeybees and refreshed version of the jingle.

Pitchblack creative partner Liz Richards said: “For decades, Honey Puff have occupied a special place in Kiwi hearts and pantries.

“Now the beloved cereal is back. And so is the iconic song.

“We’ve seen several iterations of the funny honeybees over the years, with this latest spot designed to create buzz around a new Oaty Crunch variety set to which appears in stores this month.

“The original song is an iconic piece of NZ advertising. We didn’t want to stray from what made it special, so this is really about modernising it for a new generation.”

“The campaign features a modern re-record of the catchy jingle created by Liquid Studios, and a slick new look courtesy of animation company Flux.

“The original song is an iconic piece of New Zealand advertising. We didn’t want to stray too far from what made it special, so it was really just about modernising it for a new generation.”

Sanitarium brand manager Holly Rogers said: “We’re excited to be bringing back the much-loved Honey Puff character and jingle for the launch of our new product, Honey Puffs Oaty Crunch.

“Pitchblack and Flux have done an amazing job of bringing our character to life, and have nailed the jingle. It’s a fresh and modern take yet still so familiar, we’re sure everyone will be singing along.”

The campaign is currently running on TV, video on demand and radio.

CREDITS

Client: Sanitarium Health Food Company
Creative agency: Pitchblack Partners
Animation: Flux
Jingle & Sound Design: Liquid Studios
Media: PHD