Pitchblack refresh iconic Honey Puffs jingle

For decades, Sanitarium Honey Puffs have occupied a special place in the hearts and pantries of Kiwis. Now, the beloved cereal is back – and so is the iconic song. 

We’ve seen several iterations of the ‘funny honey bees’ over the years, with this latest spot designed to create buzz around a new Oaty Crunch variety hitting shelves this month. 

The campaign by Pitchblack Partners features a modern re-record of the catchy jingle created by Liquid Studios, as well as a slick new look courtesy of animation company Flux. 

Pitchblack Creative Partner Liz Richards says: “The original Honey Puffs song is an iconic piece of New Zealand advertising. We didn’t want to stray too far from what made it special, so it was really just about modernising it for a new generation.”

Sanitarium Brand Manager Holly Rogers says: “After an almost 15-year advertising hiatus, we’re excited to be bringing back the much-loved Honey Puffs character and jingle for the launch of our new product, Honey Puffs Oaty Crunch. 

“Pitchblack and Flux have done an amazing job of bringing our character to life, and have nailed the jingle. It’s a fresh and modern take yet still so familiar, we’re sure everyone will be singing along.”

The campaign is running across TV, video on demand and radio. 


Client – Sanitarium Health Food Company
Creative agency – Pitchblack Partners
Animation – Flux
Jingle & Sound Design – Liquid Studios
Media – PHD

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