TitleExceedingly Good Cakes
Campaign Exceedingly Good Cakes
Advertiser Premier Foods
Brand Mr Kipling

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About McCann London

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Integrated creative agency McCann London is promoting cereal brand Shreddies with a brand new creative platform.


In the spot, directed by Owen Trevor at Stink, and titled ‘Shreddie or Not?’, we follow a dad throughout his normal daily life. However, this story is inventively told in stereo: to show the alternative realities after the sliding doors moment of him eating Shreddies for breakfast or not.


The simple premise shows that when you boil life down to its fundamentals, there are two types of people. Those who choose to start their day with four layers of fortified wholegrain shreddieness, and those that don’t.

The simultaneous consequences for dad couldn’t be more different. In one reality, he’s on the ball, he’s a winner, he’s his son’s hero, a loving husband. But on the flipside, he’s unlucky, accident prone and doomed to have a bad day.  

The humorous film sets a bold new direction for one of Britain’s family favourite brands, and sits under Shreddies new ‘Shreddie or Not?’ platform, which launches on 4th September and will also be supported by OOH, tactical social and digital assets.

Laurence Thomson, Co-President and Chief Creative Officer at McCann London said: “We’ve all had them… the good days and the bad. When you wake up and it feels like the world’s your oyster, and then there are those days when you get up on the wrong side of the bed.

Here we demonstrate the importance of starting your day right, with a simple bowl of Shreddies.


Based on the creative idea ‘Shreddie or Not?’, the premise is get ready for the day ahead. A big shout out to director Owen for his great vision and the team behind this campaign. Looking forward to what comes next”. 

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