Nestlé Cereals has announced the launch of a new brand campaign and visual identity for its core brand SHREDDIES® as it looks to empower British families to be ‘Shreddie For Anything’.

The new ‘Shreddie For Anything’ campaign includes a TV advert and digital assets starring TV presenter and builder of dreams, Nick Knowles, who will be waking up the nation with his can-do attitude and celebrating the UK’s ordinary, no-nonsense families who are tackling life’s everyday challenges head on.

Nick Knowles said: “I’m Nick Get-it-Done Knowles. I get up 10 minutes early, just to wake up my alarm. That’s why Shreddies came to me, I get stuff done. I know that everyone faces their own everyday challenges, from parenting in a pandemic to ticking through the to-do list. A dependable breakfast of Shreddies can set anyone up to dominate their day.” 

The campaign follows the introduction of new on-pack designs for SHREDDIES®, with its refreshed simple, bold and modern look designed to reflect the values of the iconic family brand in 2021.

It follows a successful year for Nestlé Cereals and in particular SHREDDIES®, which saw an 8% increase in volume sales and 10% increase in value sales during 2020 compared to 2019.[1]

Toby Baker Regional Marketing Director UKA – Nestlé Cereals, said: “We know that our SHREDDIES® customer base is made up of busy and multitasking parents who often have chaotic mornings, and need a breakfast that does what it says on the box. Our new campaign is all about celebrating these everyday families, showing them how SHREDDIES® delivers a satisfying, straight-up and no-nonsense breakfast for the whole family. 

“We’re proud that SHREDDIES® has continued to be a staple brand in the cupboards of families across the country since 1953, giving them what they need to unlock morning energy to start the day[2]. This marks an exciting new chapter for the brand, and we’re delighted to partner with Nick Knowles, who we believe truly embodies the ‘no nonsense’ attitude needed to help families get ‘Shreddie for Anything’ in the morning.” 

With four layers of whole grain wheat in crunchy malty squares, SHREDDIES® cereal is high in fibre and does not get soggy in milk. It also features the Nestlé Cereals green banner at the top of its pack, which signifies whole grain is the number 1 ingredient and delivers on Cereal Partners UK’s (maker of Nestlé Breakfast Cereals) promise to provide better breakfasts for consumers.

The new ‘Shreddie For Anything’ TV advert and digital campaign was created in collaboration with advertising agency, McCann, and will be on screens from February 15th, 2021. The new on pack designs, designed by Ocean Branding, can already be found on shelves at all retailers in the UK.

[1] IRI Total Grocery 52 w/e Nov. 28th, 2020

[2] Shreddies is a source of iron which contributes to normal energy-yielding metabolism.

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