{"id":20240,"date":"2018-11-05T15:30:00","date_gmt":"2018-11-05T20:30:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20240"},"modified":"2026-09-24T15:32:48","modified_gmt":"2026-09-24T19:32:48","slug":"dig-it-all-about-the-honey-smacks-digem-frog","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/dig-it-all-about-the-honey-smacks-digem-frog\/20240\/","title":{"rendered":"Dig It! All About The Honey Smacks Dig\u2019em Frog"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Honey Smacks are back! Last month, Kellogg\u2019s announced that <a href=\"http:\/\/newsroom.kelloggcompany.com\/2018-10-22-Kelloggs-R-Beloved-Honey-Smacks-R-Cereal-Returns-To-Shelves#assets_all\" target=\"_blank\" rel=\"noopener\">Honey Smacks would return to U.S. grocery shelves<\/a> in limited quantities throughout November. The cereal, known for its sweetened honey-flavored puffs of wheat, also boasts a new recipe. Honey Smacks is now \u201csimpler,\u201d using five simple ingredients to create one great taste.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/11\/dig_em_frog_honey_smacks_cereal.jpg\" alt=\"dig_em_frog_honey_smacks_cereal\" class=\"wp-image-9740\" style=\"aspect-ratio:0.63427734375;width:1299px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Returning along for the ride is none other than the iconic Honey Smacks mascot, the Dig\u2019em Frog!<\/p>\n\n\n\n<h3 id=\"h-honey-smacks-before-dig-em-frog-nbsp\" class=\"wp-block-heading\"><strong>Honey Smacks Before Dig&#8217;em Frog&nbsp;<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Kellogg&amp;apos;s Sugar Smacks Commercial with Smaxey the Seal (late 50s)\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/NrKjF4_ZrlQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Honey Smacks debuted in 1953, decades before the Dig\u2019em Frog\u2019s introduction and back when the cereal was known as Sugar Smacks. Various characters, like Smaxey the Seal, acted as the brand\u2019s mascot, but never quite caught on with audiences.<\/p>\n\n\n\n<h3 id=\"h-a-spokesfrog-star-is-born\" class=\"wp-block-heading\"><strong>A Spokesfrog Star Is Born<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/11\/dig_em_frog_honey_smacks_2.png\" alt=\"dig_em_frog_honey_smacks_2\" class=\"wp-image-9741\" style=\"aspect-ratio:0.7571669477234402;width:449px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">As the 1970s approached, Kellogg\u2019s felt like the cereal needed a more fun-oriented appeal. The name was changed to Honey Smacks. James Mackey, a former Executive Art Director at Leo Burnett in Chicago, created their new, hip character \u2014 a spokesfrog.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mackey joined Leo in 1963 and worked at the agency for 20 years. He <a href=\"https:\/\/www.nwitimes.com\/news\/local\/dig-em-thank-this-region-artist\/article_7f827f2a-f476-5e24-a857-def26a2cd00a.html\" target=\"_blank\" rel=\"noopener\">designed the character<\/a> in the early 1970s. A writer came up with the name. Mackey brought its character, a fun-loving frog wearing a baseball cap, to animated life.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-provider-youtube wp-block-embed-youtube\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/youtu.be\/-KNcgXAoxsM\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The Dig\u2019em Frog was introduced in 1972 as the official spokesfrog for Honey Smacks. He was described as \u201ca little frog with a big voice.\u201d Breakfast starts with Honey Smacks and the raspy, rich ribbits from the Dig\u2019em Frog about the cereal\u2019s great taste.<\/p>\n\n\n\n<h3 id=\"h-retirement-and-wally-bear-s-debut\" class=\"wp-block-heading\"><strong>Retirement and Wally Bear&#8217;s Debut<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Honey Smacks Commercial (1986)\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/WK0nsa1V70c?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Despite the character\u2019s popularity with consumers, the Dig\u2019em Frog retired in 1986. Wally Bear, a new bear character, became the new face of Honey Smacks. He wasn\u2019t like the Dig\u2019em Frog who proudly helped make Honey Smacks. Wally was desperate just to get <em>one<\/em> spoonful of the cereal.<\/p>\n\n\n\n<h3 id=\"h-frog-aid-for-dig-em-frog\" class=\"wp-block-heading\"><strong>&#8220;Frog-Aid&#8221; For Dig&#8217;Em Frog!<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers started croaking, I mean voicing, to get the Dig\u2019em Frog back. Students on a college campus staged a day-long demonstration pleading for his return. Kellogg&#8217;s even received a letter from a group called \u201cFrog-Aid.\u201d There was a message inside that begged for their favorite frog to come back.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"1990 Kellogg&amp;apos;s Honey Smacks Commercial\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/9i3VRFgi1iA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">You can\u2019t keep a good frog down. Dig\u2019em officially returned to Honey Smacks in 1987. Since then, the character has hung out with kids during breakfast and encouraged them to try Honey Smacks. He knows that the cereal may look a little unusual, but that it\u2019s worth giving a chance. You\u2019ll dig \u2018em!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Honey Smacks are back! Last month, Kellogg\u2019s announced that Honey Smacks would return to U.S. grocery shelves in limited quantities throughout November. The cereal, known for its [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20241,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20240","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Dig It! 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