The Knitting Nanas are back and they are busier than ever in a new campaign for Shreddies Cereal, by McCann London. The new ‘Dawn Chorus’ campaign launches today across the UK on TV, Facebook and digital.
Since 2007, the Shreddies Knitting Nanas have been busy knitting to help the nation get through their mornings. In the new campaign, viewers get to see a side of the nanas that has never been seen before: a behind-the-scenes peek at how the nanas get through their mornings. We see the nanas letting their hair down and racing through their daily chores in the colourful Shreddies factory, singing along to Montell Jordan’s ‘This is how we do it’.
An exclusive 60 second version of the spot will be shown on the Shreddies Knitting Nanas Facebook page for its 792,000 fans. Nanas as you’ve never seen them before!
Ben Blake, Marketing Controller, Shreddies UK comments: “We’re really excited to see our ever-popular and ongoing brand property – The Shreddies Knitting Nanas – in a new and exciting way. We hope the fans enjoy seeing the fun side of our ladies!”
Brief: Remind former Shreddies fans of the difference Shreddies can make to their mornings.
Client: Cereal Partners UK
Agency: McCann London
Creative Directors: John Hurst and Sarah Clift
Art Director: Sarah Clift
Copywriter: John Hurst
Account Handlers: Daniel Taylor, Shaida Vaillancourt and Eloise Edington
Agency Producer: Anita Osborne
Director: Simon Cole
Production Company: HSI
Producer: Nicola Doring
Music Title & Artist: This Is How We Do It by Montell Jordan
Post Production: MPC
Sound Design: Scramble