Grumpy-Buzz
Jul 01, 2014 • By

A cat in need of some honey

First he teamed up with Nelly. And now … Grumpy Cat?

BuzzBee’s latest commercial for Honey Nut Cheerios co-stars the Internet’s most famous, grumpy-looking feline face.

Watch the new ad to see Buzz try his best to coax a smile from her, with no luck.

“Honey Nut Cheerios is a cereal that literally everybody in the family likes,” says Gail Peterson, marketing associate director for Honey Nut Cheerios. “So putting Grumpy Cat in an ad where BuzzBee is trying to get her to eat some, and show that he’s surprised she thinks she won’t like it, is a nice way for us to land the message it is the cereal that families can agree on as a great breakfast choice.”

If you’re not familiar with Grumpy Cat, suffice it to say she’s kind of a big deal.

She first gained Internet fame when her owner’s brother posted a photo to Reddit in 2012 and people started adding captions to it. Since then, she’s gained millions of followers on Facebook and built a sizable audience on Twitter and other social networks. She’s made numerous national TV appearances and also has appeared on the front page of The Wall Street Journal.

She won BuzzFeed’s Meme of the Year Award at the 2013 Webby Awards. And she’ll even have a movie, on Lifetime, later this year.

So why does she appear to be grumpy? Well, her owner has said it’s due to feline dwarfism and an under bite.

Oh, and her real name is Tardar Sauce.

More than you needed to know?

Grumpy-Buzz

Gail told me Grumpy Cat’s online reach was a big factor for Honey Nut Cheerios, which can help the brand’s messaging go well beyond the commercial as you’ll see in the weeks ahead.

“Whenever we’re talking about BuzzBee, we’re trying to find unique situations and people and things for him to interact with,” says Gail. “Grumpy Cat is an icon that appeals to everyone … And Grumpy Cat obviously lives predominantly in the digital and social spaces. So when you layer all that together she just kind of seemed like a great fit for the message we wanted to get across.”

Peterson, who is new to the Big G side of the company, thinks the Grumpy Cat ad also gets her off to a fun start in cereal.

“You don’t normally come onto a team and say ‘You know what I’m going to get out of this role? I’m going to get to interact with the world’s most famous cat!’ Especially when you’re in food.” she says. “It’s fun that we ended up with Grumpy Cat, and a little crazy! People are going to remember it!”