Saatchi & Saatchi New York introduces Internet phenomenon Grumpy Cat to Honey Nut Cheerios in a new 30-second broadcast spot for the brand designed to appeal to younger audiences.
For the spot, entitled simply “Buzz Meets Grumpy Cat,” Saatchi & Saatchi teamed up with California-based production company Backyard and director Rob Pritts. If you count yourself among Grumpy Cat’s legions of fans, you’ll probably just be happy to see him make an appearance here. Otherwise, there’s not a lot going on beyond “Oh, you’re that Grumpy Cat,” as Buzz tries to make the feline crack a smile. His strategy consists entirely of talking about how much people like Honey Nut Cheerios.
Established brand + established meme = eyeballs.
The spot comes as part of a new marketing strategy for General Mills aimed at young adults. Today also saw Wheaties rolling out a “Wheaties Next Challenge” promotion that sees the brand ask fans to select the next cover athlete from a group that sidesteps traditional sports in favor of choices such as mixed martial arts, motocross and lacrosse. “Buzz Meets Grumpy Cat” feels like the brand is still finding its new voice, although we won’t be surprised if it racks up tons of YouTube views anyway.
Client: Honey Nut Cheerios
Title: “Grumpy Cat,” :30
Agency: Saatchi & Saatchi, NY
Executive Creative Director: Peter Smith
Creative Director: Johnnie Ingram
Creative Director: Chris Skurat
Copy Writer: Adam Kline
Art Director: Justin Roth
Executive Producer: Gregory Hall
VP. Director of Business Affairs: Sara Jagielski
Business Manager: Christina Mattson
SVP Management Director: Rodes Ponzer
Account Director: Dave Barone
Account Executive: Carly Wallace
Senior Strategic Planner: Anastasstios Tsitsopoulos
Production Company: Backyard, Venice, CA
President/Partner: Blair Stribley
Managing Director/Partner: Chris Zander
VP/Executive Producer: Kris Mathur
Head of Production: Emily Malito
Director: Rob Pritts
Director of Photography: Florian Stadler
Line Producer: Kevin Sharpton
Editor: Jim Ulbrich
Producer: Valerie Lorio
President: Lourri Hammack
Line Producer: Karly Chambers
Animation Director: Aaron Sorenson
VFX Supervisor: Rex Carter