Kraft Pushes Cereal Line with Viral Campaign, Music Video
Kraft Foods is testing the waters with a viral campaign urging people to celebrate a unique “holiday”—the day after Valentine’s Day—with its new Honey Bunches of Oats cereal.
The company created a humorous music video at http://www.Imadeyoubreakfastinbed.com featuring brothers, Derek and Maurice, who wear red satin pajamas and sing about the romance of having breakfast in bed.
The tongue-in-check video encourages people to celebrate the love after Valentine’s Day on Feb. 15 and have breakfast—Honey Bunches of Oats with Real Chocolate Clusters cereal, to be exact—in bed. The new cereal, which launched in January, appears in product placement spots throughout the more than three-minute-long video.
“It’s a play on the whole theme of romance,” says Kraft spokesperson Laurie Guzzinati. “It’s done in the spirit of trying to generate excitement for a new Honey Bunches of Oats cereal.”
On the site, visitors can watch the video and download a $2 coupon off the new cereal. Ringtones of the song, “Breakfast in Bed,” are also available. Kraft sent e-mails to subscribers of its One Spoonful e-newsletter promoting the video. It’s also plugging the viral effort on YouTube, Facebook and Flickr.
People can “spread the love” and send the video to a friend and personalize it with a dedication. A link to the video opens with the recipient’s name appearing in red rose petals on a bed.
As of Wednesday, more than 3,000 people watched the video on YouTube, most who had positive comments and complimented Kraft for its humor.
