Agency: McCann Erickson London
Client: Cereal Partners UK
Following on from the successful Shreddies “Knitting Nanas” TV ad launch last year, the Nanas have returned in four new and exciting executions, which reinforce Shreddies’ fun and quirky personality within the competitive cereal marketplace.
In the first execution the chief taste tester ‘Charles’ introduces himself. Oblivious to the effect his devilishly good looks are having on the Nanas, he prides himself on his critical job of making sure every batch of Shreddies tastes just right.
Three new 10“ tags have also been developed to communicate the great taste of Coco, Frosted and Honey Shreddies, featuring three Nanas (Betty, Pearl and Ruth) making the products in their own distinct style.
The TV will be supported by a complete 360 campaign.
Ronnie Parry, Head of Marketing at Cereal Partner UK comments “Shreddies Knitting Nanas” is a big creative idea that really stands out in a rational cereal category. The Shreddies Nanas are great spokespeople for the Shreddies product range and our new executions build on the existing campaign and reflecting the love and care that the Nanas bring to this family favourite”.
The campaign breaks nationwide from 14th April 2008.