King’s Hawaiian is mining the ’90s with one of the decade’s most popular pop groups. “Mmmoments,” a new campaign celebrates the launch of Soft Swirl Cinnamon Bites. Kicking off the campaign, the brand teamed up with Taylor Hanson of pop-rock trio Hanson to debut “MMMBites,” a freshly baked rendition of the earworm, “MMMBop” ahead of the song’s 30th anniversary.
The 75-year-old family-owned bakery brand, King’s Hawaiian, has been expanding its portfolio, with Soft Pretzel Bites first and now the launch of new Soft Swirl Cinnamon Bites.
The campaign, from Erich & Kallman, is designed to turn everyday moments — even the not-so-fun ones — into something worth smiling about.
The campaign features a series of humorous spots featuring Taylor Hanson making everyday moments better by sharing King’s Hawaiian Bites and launching into the “MMMBites” chorus.
“MMMBop has been stuck in people’s heads as a feel-good bop for decades, and while we’ve had opportunities to reinvent it over the years, none ever felt quite right until now,” said Taylor Hanson in a release. “We thought this was the right opportunity to give it a fresh twist with MMMBites as a fun way to celebrate a snack that’s all about bringing a little more joy to everyday life. Hopefully people will find themselves singing — and snacking — along.”
The treats are available now at major grocery retailers nationwide.
“King’s Hawaiian Bites make any little moment feel better,” said Raouf Moussa, Chief Marketing Officer at King’s Hawaiian. “As we continue growing our snack portfolio, Soft Swirl Cinnamon Bites are an exciting addition, bringing the King’s Hawaiian experience fans know and love to an entirely new sweet occasion – morning snacking.”
Consumers can learn more about King’s Hawaiian Bites at kingshawaiian.com/cinnamon-bites
Erich & Kallman created the “Mmmoments” campaign in partnership with King’s Hawaiian and Alison Brod Marketing & Communications.
CREDITS:
Client/Project: Kings Hawaiian Campaign 2026
Client: Kings Hawaiian
Chief Marketing Officer: Raouf Moussa
Director, Brand Marketing: Peter Hanson
Director, Brand Commercialization: Kyra Gilbert
Head of Consumer Insights: Troy Figgins
Head of Creative: Elizabeth Bondor
Senior Brand Manager: Jenna Perry
Senior Associate Brand Manager: Caroline Brown
Senior Associate Brand Manager: Nicole Connor
Agency: Erich and Kallman
Chief Creative Officer/Founder: Eric Kallman
President/Founder: Steven Erich
Executive Creative Director: Rikesh Lal
Associate Creative Director: Jack Hansen
Associate Creative Director: Eli Rothas
Director of Brands: Schaefer Felix
Account Supervisor: Dylan Williams
Assistant Account Manager: Harper Lock
Executive Director of Production & Operations: Kati Haberstock
Executive Producer: Kati Haberstock
Production: Gravy Films
Director: Cameron Harris
Managing Director: Brent Stoller
Executive Producer: Alley Gnesin Line
Producer: Niko Whelan Means Of Production – Vancouver Service company
Managing Director: Heinrich Beisheim
Executive Producer: James Hutchinson
DP: Trent Opaloch
Production Designer: Hank Mann
Stylist: Kayt Quinn
Key HMU: Ashley Pilkey
Food Stylist: Jennifer Stamper
Edit: Cut & Run Editor: Frank Effrom
Assistant Editor: Stefan
Managing Partner: Amburr Farls
Executive Producer: Brian Stanley
Head of Production: Kristen Jenkins
Finishing: Parliament Creative Lead Cynthia Lee Gelber
Creative Team:
Christine Williams Edgar De La Torre Franz Kohl
Production Team Mario Kotevski Henry A. Jean
Color: Royal Muster
Colorist: Crissy DeSisto Producer: Diane
Mix and Sound
Design One Union
Recording Studios Senior Engineer: Joaby Deal Executive Producer: Michael Swarce
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