McCann London comes up with “utterly bonkers idea” of providing breakfasters with a breadth of choice 3.5m wide.
Nestlé Cereals is monopolizing supermarket shelves with the launch of the world’s widest variety pack – a linear collection of all the cereal you can eat.
Stretching to a trolley-busting 3.5m, the elongated package promises to banish breakfast cereal indecision for good by bringing together 18 varieties – none of which contain any worrisome red traffic light warnings for unhealthy content.
Toby Baker, who is marketing director for the UK & Australia at Nestlé Cereals, commented: “As part of our 10-year reformulation journey to improve the nutritional content of our cereals, we currently have an impressive 18 cereals that are free from red traffic lights.
“It means that Nestlé Cereals provides everyone with a breadth of choice when it comes to breakfast options, while feeling confident about what you’re putting into your bowl. This campaign from McCann brings that message home in a fun, attention-grabbing way!”
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Greg Mullen from McCann London commented: “The creative challenge was to land this variety message with charm and humor, engaging consumers on what is often seen as a dull or even functional topic, and that’s where our utterly bonkers idea of creating ’the world’s widest variety pack’ came in. At 3.5m and 18 boxes wide, it can be spotted easily in print, digital and social advertising.
“The creation of this fictional variety pack was not only a powerful vehicle to deliver our nutritional message, it also captures the nostalgia of Nestlé Cereal’s range, re-enforcing the fact that these products still taste as great as you remember, but without high levels of fat, saturated fat, sugar or salt.“
Designed to place consumers’ minds at ease over the perception of cereals as an unhealthy option to start the day, the campaign forms part of a wider nutrition push by McCann London called ’More Choice, Less Worry’.