Barkley has been named agency of record for four Post Cereal brands: Honey Bunches of Oats, Great Grains, Honeycomb and the PEBBLES family of cereals (Fruity, Cocoa, and Marshmallow Fruity PEBBLES).
With the partnership set to kick off in January 2021, the agency is tasked with heading up strategy and creative and will be partnering with brand teams to provide breakthrough relevant, whole brand thinking for the Post Cereal brands.
The Post portfolio of brands spans a wide array of consumers, and the company is looking to increase household penetration and re-energise the breakfast cereal category with these iconic brands. PEBBLES, which is celebrating its 50th birthday in 2021 and today is the top kids cereal brand, has been one of the fastest-growing cereal brands for five consecutive years.
“We look forward to building on our strong foundation by leveraging Barkley’s deep understanding of the CPG category and demonstrated ability to to reach consumers with vastly different tastes and preferences,” said TD Dixon, chief growth officer at Post Consumer Brands. “Barkley’s modern consumer expertise and vision made them a clear stand out during the review process.”
“We’re excited to work with these iconic brands beloved by consumers across many generations,” added Jason Parks, chief growth officer at Barkley, “While Post Cereal brands have become synonymous with breakfast, their brand potential is ripe for opportunity. We are thrilled to help them build even stronger whole brands designed for modern consumers.”
For Barkley, the Post Cereal win follows nine account wins in the past 12 months, including Motel 6, Delta Faucets, San Jose State University, SummaCare, Copper Mountain Resorts and Security Benefit.