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DIY Legend Nick ‘Get It Done’ Knowles is Ready for Anything with Shreddies

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Nestlé Cereals launches new Shreddies campaign with McCann London

DIY Legend Nick ‘Get It Done’ Knowles is Ready for Anything with Shreddies

Nestlé Cereals has launched a bold, new UK campaign created by McCann London aimed at empowering British families to be ‘Shreddie For Anything’. 

Shreddies turned to the only man that can captivate an entire nation to re-establish the classic British breakfast cereal. Some say he built Milton Keynes in a week; others say he does not believe in scaffolding. Nick Knowles, TV presenter and builder of dreams, is 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.

In the 30 sec TV spot, Nick ‘get it done’ Knowles comes armed with his belt of tools, packs of Shreddies and words of wisdom: “when things get tough, don’t eat soft” to help a dad get through the daily struggle of getting his kids up for school.

Toby Baker, regional marketing director UK, Nestlé Cereals, commented: “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. 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.”

Greg Mullen, creative director, McCann London, said: “Mornings are a struggle whatever yours looks like, and that’s why we wanted to smash through it with a campaign that’s packed full of ‘get-stuff-done attitude’. And who better to turn to than, arguably, the UK’s answer to Chuck Norris, Nick ‘Get It Done’ Knowles. He’s the embodiment of Shreddie For Anything, after all, world leaders come to him to build their bridges!”

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 as 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 integrated campaign comprises TV, VOD, social and digital assets developed by McCann London and produced through Craft, with Zenith leading media.

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Project Name: Shreddie for Anything

Client Name: Nestle Cereals

Nestlé Cereals

Regional Marketing Director UK & Australia: Toby Baker

Nestle Brand Marketing Controller at Cereal Partners: Rebecca Gale

Marketing Manager: Tudor Turtudau

Brand Manager: Lauren Cooksley

McCann London

Creative Agency:   McCann London

Chief Creative Officers: Laurence Thomson & Rob Doubal

Chief Strategy Officer: Theo Izzard-Brown

Executive Creative Directors: Ray Shaughnessy & Dan Norris

Creative Director: Greg Mullen

Creatives: Rory Peyton Jones & Elliot Lee

Managing Partner:   Tommy Smith

Account Manager:   Joely Buxton – Smith 

Senior Digital Strategist Jonathan Bender 

Head of Design: Lisa Carrana 

Creative Director of Design: Richard Hart

Design Director: Jonathan Harper

Junior Designer: Lauryn Raymond

Junior Designer: Chloe Insall-Jones


Chief Production Officer: Sergio Lopez

Head of Integrated Production: Sophie Chapman-Andrews

Executive Producer: Jonathan Davis 

Producer: Tom Ayling

Business Affairs Lead: Molly Strasser

Sound Engineer: Giselle Hall


Senior Account Director: Jan Taubert

Account Director: Frankie Ballentyne

Production and Post Production 

Production/Post Production: Agile Films

Director: Fatal Farm

Live Action Producer: Tom Ford

Post Production Producer: Lucy Hayes & Alizee Levrino

DOP: Theo Garland

Editor: Martin Fickling / Jean-Philippe Blunt

Online/VFX supervisor: Chris Dunleavy


Grade: Nineteen Twenty

Colourist: Kai Van Beers

Post Producer: David Keegan

Genres: Comedy, People, Dialogue

Categories: Food, Breakfast

McCann London, Wed, 17 Feb 2021 11:00:42 GMT