Shreddies looks to recruit a Nana through social media campaign

LONDON - Shreddies is looking for the public's input to its Knitting Nanas campaign by launching a £1m integrated advertising campaign to help recruit a new Nana to be the face of the brand.

Shreddies: searches for a Nana
Shreddies: searches for a Nana

Created by McCann Erickson London, the campaign puts social media at its heart by asking members of the public to upload a picture and profile of their nana or someone they know to a specially created Facebook Fan page.

Consumers will then be given the chance to vote for their favourite Nana, with the winner appearing on Shreddies packaging later in the year.

The social media work will be supported by an on-pack promotion, as well a 10-second TV ad, which will go live on 26 April.

The spot, called "The New Face of Shreddies", will be tagged on to the end of the current Shreddies TV ad, which sees the current Shreddies Nanas having a makeover.

Craig Turner, the senior brand manager for Shreddies, said: "This activity truly engages with our consumers, providing a very personal interaction as they upload and vote for their favourite nana."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


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

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published