Shredded Wheat has launched a new brand platform with the message that, on a breakfast of 100% whole grain wheat, consumers won’t just ‘do’ life, they’ll ‘shred it’.

‘Shredded’, created by McCann London and running across TV, social media, press and promotional and experiential activations, celebrates the attitude of getting out there and absolutely ‘shredding’ whatever it is you are doing – from the big to the small, the mundane to the out-of-this-world.

The word ‘shred’, used in this sense, is a slang term ultimately derived from surfing and means to perform a difficult task with supreme style.

Launching with TV and social media, “Shredded” will be used to unify the broad audience demographic through a single attitude.

The social media programme uses a range of tactics to generate conversation and sharable content. User Generated Content forms a backbone to the campaign, with activity to encourage and reward individuals to take part.

Complementing this, there is a range of surprise and delight activations, rewarding individuals that make “Shredded” part of their personal story. Social listening will follow events, newsroom-style, allowing Shredded Wheat to be part of broader conversations. Finally, guerrilla events will help generate noise around “Shredded” as a platform.

As yet, there are no details of what rewards and incentives people will be offered for their UGC or as part of the social listening programme. Similarly, there are no specifics about any experiential activations planned.

Supporting the social media is a 30-second TV spot, which shows a man, fuelled by the whole grain of a Shredded Wheat breakfast, diving from a high board into a hotel swimming pool in slow motion. Everyone at the pool keenly watches the man, including his own son, in whose eyes he becomes the heroic “daddy of all daddies”.

Toby Baker, Marketing Director of Nestlé Cereals, says: “Shredded Wheat is a heritage brand that has remained a valued part of the breakfast bowl since 1893 the new “Shredded” platform is an evolution of the brand we know and love, to maintain its relevance in today’s world.”

In the UK and the European Union, Shredded Wheat is a trademark owned by Nestlé and the brand is manufactured by Cereal Partners Worldwide, a joint venture between Cereal Partners and Nestlé. In the US, Shredded Wheat is no longer a trademark and a number of companies make products under the Shredded Wheat name.

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Cereal Partners UK’s Shreddies breakfast cereal is partnering with ITV’s Britain’s Got Talent and will be leveraging the deal in marketing and promotions running from now until the BGT finals in May.

Backed by a £2m marketing spend, the partnership will include an on-pack promotion giving away VIP tickets to the live shows and digital activity via a unique code mechanism inside promotional packs.

There will also be exclusive digital content that will follow the Shreddies Knitting Nanas, the brand characters that feature in the Shreddies’ TV ads, go behind the scenes of the popular talent show.

The Britain’s Got Talent tickets prize promotion is open to residents of the UK, Channel Islands, Isle of Man and Ireland aged 18 or over. It is divided into three entry periods; the first runs from February 2nd 2016 to 8th May 2016; the second runs from 8th May to 15th May; and the third is a late draw for entries received after 15th May up until 31st December 2016. There is no limit to how many entries consumers can make, provided that each entry uses a new unique code. There is a No Purchase Necessary route for Northern Ireland.

The prizes are VIP tickets for Britain’s Got Talent shows at the end of May 2016. For the first draw, 25 prizes of a pair of seats at the semi-finals will be awarded. For the second draw, five prizes of a pair of seats at the final (which is currently due to take place on 28th May 2016) will be awarded. The late entry draw prizes are a pair of tickets to an as yet unspecified show at the O2 arena during 2017.

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