In 2008, Barbara’s turned to the Hive in search of a hardworking advertising effort for their Puffins cereal that could increase sales and convince internal constituents that advertising was a good investment. Rather than spread their limited budget across all their markets, we recommended a TV campaign that focused efforts on a single test market using a highly targeted cable buy. The :15 commercials were so memorable, supermarkets literally sold out of Puffins cereal during the test. Additional markets showed the same results—elevated sales levels continuing for more than months after the media buy ended. The media spend paid for itself with the increase in sales. And, impressively, unaided brand awareness in each market increased from 2 percent to 30 percent.