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.
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.
Work created while working at Griffin Archer agency.