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Agency: McCann
Client: Shreddies
Date: Feb 2021
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Nestlé Cereals has launched a UK campaign created by McCann London aimed at empowering British families to be ‘Shreddie For Anything’.

Shreddies turned to the only man that can captivate an entire nation to re-establish the classic British breakfast cereal. Some say he built Milton Keynes in a week; others say he does not believe in scaffolding. Nick Knowles, TV presenter and builder of dreams, is waking up the nation with his can-do attitude and celebrating the UK’s ordinary, no-nonsense families who are tackling life’s everyday challenges head on.

In the 30-sec TV spot, Nick ‘get it done’ Knowles comes armed with his belt of tools, packs of Shreddies and words of wisdom: “when things get tough, don’t eat soft” to help a dad get through the daily struggle of getting his kids up for school.


Project Name: Shreddie for Anything

Client Name: Nestle Cereals

Nestlé Cereals

Regional Marketing Director UK & Australia: Toby Baker

Nestle Brand Marketing Controller at Cereal Partners: Rebecca Gale

Marketing Manager: Tudor Turtudau

Brand Manager: Lauren Cooksley

McCann London

Creative Agency: McCann London

Chief Creative Officers: Laurence Thomson & Rob Doubal

Chief Strategy Officer: Theo Izzard-Brown

Executive Creative Directors: Ray Shaughnessy & Dan Norris

Creative Director: Greg Mullen

Creatives: Rory Peyton Jones & Elliot Lee

Managing Partner: Tommy Smith

Account Manager: Joely Buxton – Smith

Senior Digital Strategist Jonathan Bender

Head of Design: Lisa Carrana

Creative Director of Design: Richard Hart

Design Director: Jonathan Harper

Junior Designer: Lauryn Raymond

Junior Designer: Chloe Insall-Jones


Chief Production Officer: Sergio Lopez

Head of Integrated Production: Sophie Chapman-Andrews

Executive Producer: Jonathan Davis

Producer: Tom Ayling

Business Affairs Lead: Molly Strasser

Sound Engineer: Giselle Hall


Senior Account Director: Jan Taubert

Account Director: Frankie Ballentyne

Production/Post Production - Agile Films

Director: Fatal Farm

Live Action Producer: Tom Ford

Post Production Producer: Lucy Hayes & Alizee Levrino

DOP: Theo Garland

Editor: Martin Fickling / Jean-Philippe Blunt

Online/VFX supervisor: Chris Dunleavy

Grade - Nineteen Twenty

Colourist: Kai Van Beers

Post Producer: David Keegan