McCann kicks off Bitesize TV activity

McCann-Erickson is to launch the first in a series of new television ads for Cereal Partners' Bitesize Shredded Wheat.

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.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).