Facing still competition from private label and a much bigger (smaller) bee, Honeycomb was looking to disrupt the cereal category. Given its larger size and bolder taste versus other honey cereals, we saw a creative opportunity. ‘Big Honey’ and the call to “BEE BIG” helped create a clear point of difference for the brand. Fueled with passion, energy and tough-love inspiration, Big Honey helped instill confidence in kids to take chances and dream big every day.  The North America campaign launched with more than 100 different campaign elements across TV, social, digital, out of home and influencer.