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McCann Celebrates 120 Years of Shredded Wheat

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'Perky' campaign focuses on brand's heritage

McCann Celebrates 120 Years of Shredded Wheat

Shredded Wheat goes back to its roots with a new creative advertising campaign created by McCann London, focusing on the heritage of the breakfast cereal. Featuring a new face for the brand – the inventor, Henry D Perky – the advert showcases the heart healthy* benefits of this well loved breakfast with just one ingredient - 100% whole grain wheat. The new creative is part of a multi-million pound brand re-launch, supported by TV, print, digital and PR and the full 30-second advert will air to the public for the first time today, 9th September 2013.



The ad tells the story of the man behind the breakfast, the marvellously named Henry Perky. It takes the audience back to 1893, when this active chap, an inventor, was inspired to make a healthy breakfast with just the one heart healthy* ingredient – 100% whole grain wheat with no added salt and no added sugar.  The montage of clips showcase Henry Perky involved in active pursuits around his farm when he has a eureka moment. Little does he know he is creating a breakfast still loved more than 100 years later. The advert culminates back in the present day – where a woman is serving the cereal in her own farmhouse kitchen. 


The focus on Henry Perky and the history behind the creation of this iconic breakfast cereal celebrates its heritage and adds depth to the Shredded Wheat story. The concept has been developed by Creative Agency McCann London and directed by multi-award winning Vaughan Arnell, one of Britain’s most renowned and respected directors.


Natalie Forkin, Marketing Controller for Shredded Wheat, comments: “Shredded Wheat has a long tradition of positioning itself as the cereal that can help keep your heart healthy*. This new ‘perky’ direction breathes fresh life into this promise by showing that Shredded Wheat has been a heart healthy* breakfast since its inception in 1893. 


The brand has remained true to the original recipe as conceived by Henry D Perky, proud inventor of Shredded Wheat. In today’s day and age when people are going back to basics, the appeal of the heart healthy* cereal is as relevant now as ever. Shredded Wheat contains just one simple ingredient - 100% whole grain wheat with no added sugar, no added salt and is low in saturated fat.”


*Reducing consumption of saturated fat contributes to the maintenance of normal blood cholesterol levels. Shredded Wheat is low in saturated fat. Enjoy Shredded Wheat as part of a balanced, varied diet and a healthy lifestyle.

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Genres: Tabletop

Categories: Breakfast, Food

McCann EMEA, Mon, 09 Sep 2013 15:28:05 GMT