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Post Foods, Fox Mobile Team for Branded Content

An eight episode, original comedy series called "Honey and Joy," inspired by the Honey Bunches of Oats cereal brand, is in the works from Post Foods and Fox Mobile Group, a division of News Corp's digital media group.The series is being develope

An eight episode, original comedy series called "Honey and Joy," inspired by the Honey Bunches of Oats cereal brand, is in the works from Post Foods and Fox Mobile Group, a division of News Corp's digital media group.

The series is being developed for mobile and online via Bitbop, a commercial free, on-demand mobile television service. FMG has signed on Drew Antzis, former head of video production at Funnyordie.com, to direct. The cast will be announced at a later date.

Cross promotion will begin in April 2011 on more than 10 million boxes of Honey Bunches of Oats. The Bitbop app is available for free download.

"At Post, we constantly look for innovative partners and content and Fox Mobile Group not only brings the expertise, but also the platform for us to engage with our consumers in a new and exciting way," says Jennifer Mennes, director of media and public relations at Post. "We are excited to launch this initiative with Honey Bunches of Oats, the third largest brand in the cereal category.  Our consumer is active in the mobile space and looking for unique video content that the 'Honey and Joy' series will provide."

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