Cereal brand Shreddies has this week launched a psychedelic digital campaign fronted by none other than TV star Nick Knowles.
A series of eight delightfully absurd 20-second spots have been produced by creative agency McCann, with Knowles seemingly relishing the freedom given to him in a star turn.
The eccentric new campaign looks to capture the hearts and minds of consumers through the evolution of a unique brand platform in what is an increasingly cluttered and competitive cereals market.
The punchy and provocative creative is brought to life by a ‘no-nonsense, lo-fi’ world in which overly-complicated morning routines are swatted aside in favour of a straight-forward serving of Shreddies.
Positioning Nick Knowles as the UK’s ‘unofficial answer’ to Chuck Norris, the outlandish films will look to further enhance Shreddies’ challenger identity and generate greater cut through with younger consumers.
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“We are really pleased to have had the opportunity to work with the team at McCann on such an innovative campaign for Shreddies, allowing us to communicate in a digital-first way that consumers can Eat Shreddies and be Shreddie for Anything!” Cereal Partners UK head of marketing, Sarah Fordy said.
Assets are now live across video-on-demand, YouTube and organic social, with a series of 24 ‘giphys’ now available across all social media platforms. Media planning and buying was handled by Publicis’ Zenith.
McCann UK co-president and co-chief creative officer, Rob Doubal added: “Shreddies is the straight-up breakfast that puts strength before flakiness, solidness over sogginess, and substance over style – giving you fuel for the day to make you “Shreddie for Anything”.
“Now, stop reading this, watch the films and smash through your day like Nick Knowles on a turtle in a boardroom! Team has had great fun making this. Thank you Shreddies.”
