First launched in 1953, Shreddies had begun to be seen as dated and boring. Phil created the strategy and led the advertising development, which saw the iconic ‘Knitted by Nana’s campaign’ reverse perceptions. Becoming one of the most loved and effective campaigns in the cereal category’s history, Shreddies saw a sales rejuvenation and a new generation of fans was created. Taking advantage of emerging social media, the Nana’s hailed a new and relevant approach for the brand.

Put simply, Knitted by Nana’s delivered record-breaking recognition, growth, market share and profitability