Nick Knowles gets 'shredded' in new Shreddies campaign by McCann London

McCann London has launched Shreddie For Anything campaign starring Nick Knowles in series of digitally led, comical films for the UK’s adored cereal brand, Shreddies (a favourite from Nestlé Cereals, made by leading global breakfast cereal company Cereal Partners Worldwide (CPW)).

In an increasingly cluttered and competitive cereals market, Shreddies wanted to increase its share of attention. McCann London was briefed to win the hearts and minds of consumers by evolving its newly established brand platform, Shreddie For Anything, to deliver a punchy and provocative campaign to keep Shreddies ahead of the breakfast game.

Sarah Fordy, Head of Marketing at Cereal Partners UK, said: "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!"

Featuring television presenter Nick Knowles as the UK's unofficial answer to Chuck Norris, the Shreddie for Anything campaign takes on the rather outlandish world of wellness, delivering morning mantras from Nick that enable you to get cracking with your day. A tongue-in-cheek, uplifting brand-building campaign with humour at its core.

Brought to life in a lo-fi world to enhance the get-it-done attitude, because who has time for fancy 3D graphics, it’s characterful, doesn’t take itself too seriously and with digital at its core is projected to win the hearts and souls of both parents and younger consumers across the UK.

The campaign is going live across VOD, YouTube, and organic social today. A series of 24 giphys are also available on all social media platforms. Media planning and buying is being handled by Zenith.

Rob Doubal, Co-President and Co-Chief Creative Officer at McCann UK said: “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.”

Nick Knowles, Television Presenter, said: “Since when did mornings become such a faff? 4 am wake-ups. Yoga before work. Overly complicated morning routines. Who's got the time? All you need is a bowl of Shreddies to smash through your day.”

Credits:

Campaign Name: Shreddie for Anything
Client Name: Cereals Partners UK
Client: Cereal Partners UK - makers of Nestlé Cereals in the UK
Head of Marketing: Sarah Fordy
Marketing Manager: Edward Vickers
Digital Strategy and Community Manager: Jack Showell
Creative Agency:  McCann London
Chief Creative Officers: Laurence Thomson & Rob Doubal
Creative Director: Greg Mullen
Creatives: Ran Stallard & Holly Thomas
Managing Partner: Tommy Smith
Account Director: Joely Buxton – Smith
Account Executive: Lewis Bell
Project Manager: Sophie O’Brien
Strategy Director: Rebecca Priest
Head of Design: Lisa Carrana
PR and Communications Lead: Clementine Cuthbertson
Production Company: Papaya Films
Director: Dan Castella
Executive Producers: Wojtek Skiba
Producer: Rupert Greaves
DOP: Daniel Stafford Clark
Production Assistant: Eliza Lewis
Atrezzo&Stylist: Justin Luxton
Editor: Chris Coupland
Production Agency: Craft
Chief Production Officer Craft Spain: Paloma Adrien
Lead Executive producer: Elisabeth Dubé
Executive producer: Rossana Noceloni
Craft Production Manager: Barbara Alemany
Head of Post-production: Vanessa Pizarro
Post-production Manager: Enara Calleja
Craft Post-production Coordinator: Victoria Lorenzo
Post-production: Adria Gellida & Alexander Ibanez
Sound Mix: Craft
Talent agency: R&CPMK
VP of Celebrity Casting & Procurement, Brand Collaborations: Jan Taubert
Senior Account Manager: Jake Presle