Driven by curiosity, fear, or money (20XX → 2023)

Nestlé: Cereal Story

When you’re the world’s largest food company, how do you tell the world breakfast is healthier than ever?

You do it with a huge global campaign that shares some good news and a film shoot in Milan in the brightest studio I’ve ever seen and a 1000 FPS camera. It’s a campaign that shows that no matter which Nestlé cereal you choose, it’s guaranteed to have wholegrain as its No. 1 ingredient, and to be free of artificial colours & flavours.

This campaign was designed to be modular, so that each of the 65+ countries could customise their messaging hierarchy, and the featured products. It ran on TV for reach in all countries, and it also ran online, as more targeted executions aimed at very specific influencers. The 20 second social/TVC execution than ran in the UK will give you the best overview.

We actually upset some people about pouring the milk before the cereal which was picked up by The Sun 👇

I worked on this campaign at with Bertrand Gruyer (and a dozen others) at McCann Paris.

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