The ads will use humour to convey the brand's health message by showing the product in various family situations. The characters chronicle the benefits of Shredded Wheat during witty conversations about why they are eating it. This is followed by the endline: "100 per cent honest cereal."
An initial 30-second ad, called "the box", features a husband who finds his wife eating a bowl of Bitesize Shredded Wheat at the kitchen table.
He immediately puts his foot in it by asking her if she's trying to lose weight.
When she takes exception to this comment, he tries to dig himself out of the hole by blaming his gaff on the "low in fat" information on the side of the cereal box. The ad will go live next week, with subsequent executions to follow over the coming months.
McCann's strategy for Bitesize mirrors the one it uses for the brand's sister product Shredded Wheat. Shredded Wheat's advertising features the cricketer Ian Botham extolling the cereal's health benefits.
Chris Hunton, McCann-Erickson's chief executive, said: "The new Bitesize Shredded Wheat work is intrinsically focused on the product truths that are revealed in amusing emotional scenarios."
The commercial was written and art directed by John Hurst and Craig Miller.
It was directed by Simon Cheek of Spirit Films. Media was planned and bought by Universal McCann.