Nestle Cereals – campaign development

Established in the 1950’s, Shreddies has been an iconic part of the British breakfast occasion for many years. By the mid noughties it needed a plan to help rejuvenate the brand and give it some instantaneous cut through and personality which it had been lacking.

Phil was the lead Marketer who in conjunction with the advertising agency drove the development of the now instantly recognisable ‘Knitted by Nana’s’ campaign. All of a sudden Shreddies became a brand people wanted to talk about again and it provided an opportunity to engage through traditional media and digital media as well as critically on pack and in store. A true sales winner.