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Sugar Puffs 'Golden Pips...'

Agency: Bray Leino

Client: Sugar Puffs

After an absence of many years, Honey Monster is back!

The fuzzy friend is fronting a £3.2 million multimedia campaign for HM Foods' cereals ‘Sugar Puffs’, ‘Honey Waffles’ and ‘Honey Meltz’.

The first Sugar Puffs ad - created by Bray Leino - sees Honey Monster and his housemate about to enjoy their cereal, but before they tuck in they follow a bizarrely comical musical ritual which ends with the tagline ‘Feed the fun'.

The 10 and 30-second executions will run until May on GMTV, Five, Nickelodeon and multi-channel, and again from early July to mid August.

Jane James, of HM Foods says: "While it's great to have Honey Monster back on TV again as he is unquestionably synonymous with Sugar Puffs, this campaign is all about using his ‘familiarity factor' across a variety of media to promote an expanded range of breakfast cereals."

Bray Leino managing director, Bruce Hutton, added, "Honey Monster is without doubt one of the classic TV ad characters. Having not been on screen for some years, we wanted to give Honey Monster the chance to express himself in a new contemporary way that only he could.

“But it was essential in doing this that we remained true to the tradition of him being seen as a fun character that families everywhere would love to have at their breakfast tables."

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