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Cereal brand Surreal crunches breakfast rivals with cheeky billboards

By Taruka Srivastava, Freelance journalist

July 12, 2022 | 2 min read

Cereal brand Surreal is taking a dig at other popular cereal brands for their high sugar content with its out-of-home (OOH) campaign.

Cereal brand Surreal takes a dig at bigger brands by placing cheeky billboards across the UK

Cereal brand Surreal’s campaign takes on its competitors

On its billboards Surreal has thrown punches at bigger brands, with lines including: “Coco’s got competition,” “Snap, Crackle and Jacked” and “It’s special, k?” Another billboard features a Frosties-themed “Don’t Tell Tony” message, complete with ‘claw slashes.’

An official statement also mentioned how Kellogg’s recently lost a court case challenging the government’s new HFSS guidelines around the sugar content of its cereals.

The campaign will be live from July 18 to August 15, running across print and digital 96 and 48 sheets in London, Leeds, Manchester, Birmingham and Glasgow. Around 180+ billboards have been placed in these key cities.

Surreal co-founder Kit Gammell said: “We don’t want Tony finding out that it IS possible to make cereal that’s both tasty and healthy. We’re asking the public not to tell Tony about our high-protein, zero-sugar recipes – he’ll only get grrrrrrrumpy.”

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