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Honey Monster ‘Honey Waffles’ advert

Agency: RKCR/Y&R

Client: Honey Monster Foods

RKCR/Y&R has launched its first piece of work for Honey Waffles since winning the business in March.

Britain’s most iconic yellow monster explodes back onto our screens in a charming television ad for Honey Waffles. The ad returns the Honey Monster to his true self and draws on his monster personality and undying love of honey. The campaign will extend online across kid’s websites and a partnership with the hugely successful Bin Weevils.

Charlie is a boy with a secret. His best friend is the Honey Monster, who he has to keep hidden from the rest of the family. It’s no easy task because the Honey Monster loves honey and regularly escapes to search for his beloved Honey Waffles.

The resulting carnage threatens to expose them both but luckily there’s a scapegoat to take the blame. The spot ends with the Honey Monster whispering “don’t tell ‘em about the honey, mummy”, a nod to the original 1970s endline.

“We’re thrilled with the ad and look forward to seeing its impact on the future growth of the Honey Waffles brand,” said Marketing Director at Honey Monster Foods, Jane James.

“We think it perfectly recaptures the naïve and lovable personality that has given the Honey Monster such an enduring appeal for adults and children over the years.”

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