The SUBWAY brand is launching a digital campaign in the UK and Ireland to thank its customers for accepting digital cookies notifications by offering them real cookies.

Created by agency McCann London, the ‘cookies for cookies’ activity sees the SUBWAY brand aim to make cookie notifications a positive thing for customers.

The campaign launched the SUBWAY brand’s promotional offer this week by encouraging visitors to the SUBWAY brand’s website to turn annoying cookie notifications into real cookies.

The SUBWAY brand will offer people who accept cookie notifications on its website the chance to enter their email address to receive a voucher to be exchanged for a free cookie in-store. The activity will run while stocks last and customers will be emailed a free cookie voucher that can be redeemed in-store within two weeks.

In keeping with the playful nature of the campaign, the creative uses lines such as “Go forth and eat cookie” and “Just enter your e-mail address to prove you’re not some kind of robot”.

Sacha Clark, Marketing Director for the SUBWAY brand UK and Ireland, says: “Our customers are at the centre of everything we do and we want to thank and reward them for their loyalty in an innovative – and delicious – way. What better than cookies for cookies to show our appreciation?”

Rob Doubal, Co-President and Chief Creative Officer at McCann London, adds: “When the SUBWAY team came up with the idea of turning bad cookies into good cookies I loved it.  Cleaning up the internet. One sandwich at a time. Marvellous.”

The offer is available at participating SUBWAY stores in the UK and Ireland only, while stocks last. Not all SUBWAY stores are taking part in the promotion.

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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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Xbox ran a unique experiential challenge last week, to mark the UK launch of “Rise of the Tomb Raider” – expected to be one of the biggest selling video games of 2015.

The Microsoft-owned games console brand challenged eight Lara Croft fans to survive 24 hours on a billboard, while being subjected to the harshest weather conditions as voted for by the public.

Staring at 1.00pm last Thursday, viewers were able to watch the contestants fight against the elements, inspired by the critically-acclaimed latest installment of the Tomb Raider franchise, “Rise of the Tomb Raider,” which is set in Siberia.

Part advertising hoarding, part live experiment, the experience was a unique one, both for contestants and viewers. The contestants, standing on tiny ledges in the air, formed part of the billboard’s artwork and headline “Survival of the Grittiest”. They had to endure arctic cold, strong winds, wild snowstorms and intense heat, with the last fan standing winning a trip inspired by Rise of the Tomb Raider.

Viewers were also able to vote on the weather conditions which the competitors were subjected to – including arctic cold, intense wind, wild snowstorms and sudden heat. Survival Billboard was streamed on survivalbillboard.com.

Xbox selected the eight from thousands of applicants from across the UK, alongside ultimate Tomb Raider fan, Jade Jolie.

The campaign was created by m:united and McCann London, with the live event put together by m:united and Momentum London. Production is by m:united and CRAFT London, website by m:united and MRM, the media agency EMT and consumer PR by Edelman. m:united is the agency created by marketing services group IPG to handle its Microsoft account just over a year ago.

The ‘Tomb Raider’ franchise has sold over 45 million copies worldwide and inspired one of the most successful video game film adaptations in history, grossing over $300 million at the global box office, with protagonist Lara Croft becoming a global icon.

Exclusive to Xbox in 2015, “Rise of the Tomb Raider” launched in the UK on November 13^th 2015.

The Survival Billboard campaign kicked off in October with call-for-entries ads that focused on its “Terms & Horrible, Horrible Conditions”, which explained every painful facet of the challenge, from hypothermia to hallucinations. Just as intended, the ads discouraged most people, but attracted over a thousand applicants.

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Bisto has been sampling its new Simply Casserole concentrated paste range at key London stations, as part of a massive marketing campaign for a range of new products from the brand

A new TV ad is also airing showing the moment when a grandmother meets her new baby for the very first time. While she spends time with her new granddaughter, dad cooks the family a delicious, wholesome meal, made simple with Bisto.

The campaign launches new ranges to the Bisto Made Simple range, Tray Bake and Hob Top. The 30-second TV commercial is the latest instalment in the successful Bisto Together Project which brings loved ones together and which first launched in 2014.

The TV ad was created by McCann.

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