The Health & Nutrition branch of Cereal Partners launches a new campaign today to educate the public about the different nutrition values of a variety of breakfast options.
McCann London have created six TV ads (two 30” and four 20”) to support the campaign, in which croissants, muffins and toast take on various giant bowls of Nestle Cereal in the 'Battle of the Breakfasts'. The work aims to challenge the public's misconception that all breakfasts are equally as good nutritionally. It does this by directly comparing the calorie, sugar, fat, saturated fat and salt content in one breakfast with another.
In the light-hearted ads people dressed as popular breakfast items fight it out in day to day locations, with a table flashing up to compare combatant stats and a mock sports-like commentator reporting on the battles. Cheerios takes on Croissant, Nesquik battles Jam on Toast, and 'Superboy Shreddies' is pitted against 'Muffin the Mighty'. Related print ads will run in women's weeklies and monthlies as well as in national press.
Ronnie Parry, Marketing Director at Cereal Partners says: “Breakfast cereals have been a cornerstone to the British breakfast for decades, but sometimes are overlooked in the morning rush, or with the variety of alternatives that are now available. But the latest Nestlé cereals portfolio advertising campaign may well surprise people, and hopefully encourage consumers to reconsider what they eat for breakfast, and remember why cereals are such a great choice.”
To see the work, click on the link beneath:
Creative Directors: John Hurst & Sarah Clift
Art Director: Darran Solan
Copywriter: Graham Ensor
Account Team: Claudia Jackson-Bailey, Camilla De La Hogue Moran
Agency Producer: Chris Chapman
Photographer: David Prior
Director: Theo Delaney
Production Company: Hotspur & Argyll
Producer: Adam Lyne
Editor: Anne Perri
Post Production: Framestore
Sounds Design: Jack Sedgwick at Wave
Typographer: Gary Todd
DoP: Fraser Taggart