Dorset Cereals launches campaign to “wake up and inspire” people at breakfast

The campaign, targeted at adults aged 35+ years old, will air in London, South East and South West regions until 8 June, and will include PR, digital and in-store activity to drive trial and awareness.

Dorset Cereals worked with Sunshine and Nexus, which created the ad, and UM London, which handled the TV media planning and buying.

The aim of the ad – only the second TV campaign the brand has used – is to promote healthy eating and breakfast as the most important meal of the day, in a way that builds on the emotional connection between consumers and the brand.

Mandy Cooper, head of marketing at Dorset Cereals, said: “We are a small company in a competitive category so we need to be distinctive, memorable and build an emotional connection with the consumer.

“We are thrilled to launch this campaign as the film really captures the brand’s fun, creative and warm personality. The attention to detail and craftsmanship that Sunshine and Nexus have given to this commercial is outstanding and we are going to be running an online competition to spot all our subtle logos hidden in the ad.

“The animals waking up in their Dorset woodland just makes us all smile and perfectly portrays the energy you should feel when you get up every morning and eat a natural healthy breakfast.”

The brand revealed that its first TV campaign in 2013 helped drive up sales, with the penetration of Dorset Muesli increasing by more than 1.9 per cent per person, compared to the total muesli penetration of +1.2 per cent per person for 2013.