SERVING UP A
WHOLE NEW ATTITUDE.
Shredded Wheat cereal was invented in 1901 and hadn’t changed much in the following 116 years. The challenge; few people eat Shredded Wheat because they want to. Most seniors buy it on doctor’s orders– which meant our consumer base was declining as they left this mortal coil.
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The reinvigoration of the brand started with the development of 3 new indulgent flavors aimed squarely at moms & kids. The next step was to let the rest of the world know.
My Contributions: Copywriting | Brand Strategy | Digital Content and Community Management
BORN TO SHRED
We developed the Born To Shred campaign, a rally cry that let us amplify the new spirit – vivacious, bold, adventurous & optimistic – across all of our social channels. The reinvigorated Shredded Wheat is here to help fuel your passions. After all, you were born to live a more flavorful life.
AGENCY CREDIT
Work created while working at Griffin Archer agency.