One sentence in particular caught the eyes of those in receipt of the request for information: it promised agencies that make it on to the shortlist a royal visit from the Honey Monster himself.
Surely the prospect of meeting the iconic shaggy-haired brand mascot is enough to convince all agency chiefs to drop everything and put their best teams on the case?
It has certainly left Leo Burnett, the incumbent on rival Kellogg, with a difficult decision. As one senior agency source said: "Fuck £100 million-worth of Kellogg business, I just want to meet the Honey Monster!"
This article was first published on Campaign