Dating back to 1908, Shredded Wheat is something of an iconic British brand with its legendary ‘Bet you can’t eat three’ campaign from the 1980s. By the 2000s, Shredded Wheat needed to modernise, and Phil took responsibility for a strategic overhaul which saw the development of activity to champion its integrity and health credentials whilst introducing new products that helped broaden the appeal to a new audience.

The resulting renaissance of Shredded Wheat sales was a testament to a strategy which appealed to core consumers whilst adding new consumers. The outcome resulted in renewed growth.