Having marketed Shreddies to mums as a way of keeping kids’ concentration up at school, Shreddies had lost a huge amount of volume du… Read More
Having marketed Shreddies to mums as a way of keeping kids’ concentration up at school, Shreddies had lost a huge amount of volume due to a decrease in family appeal (in fact it is largely dads that eat Shreddies). We needed to re-engage families.
Shreddies are weird, brown squares with little culinary and no aesthetic appeal, but are designed to make wholegrain more delicious to eat.
We wanted to create a story around Shreddies to instil them with a charm that would appeal to children and families as a whole.
We produced a campaign fronted by the Knitting Nanas; the idea being that a group of grandmothers lovingly knit the Shreddies. In order to engage with the audience, we launched an online competition to nominate people’s own Nanas to appear on the Shreddies box.
The campaign has achieved over 470,000 likes on Facebook (and counting). Over 5,000 Nanas were nominated for the competition and over 200,000 votes were cast. Additionally pack sales increased by 13%. Read Less