Shreddies uses social media to hire Nana

Shreddies is running a social media campaign to find a new “Nana” character to appear on packs of the cereal. The contest will be promoted using a television advertising campaign.

Shreddies ad
Shreddies Nana campaign

The chosen actress will feature on 5 million packs that will appear on shelf, with the strapline “We Need You”.

Shreddies will use Facebook and Twitter to cast potential Nana’s, in the online campaign, which breaks this week.

A “Knitting Nanas” Facebook Fan page enables consumers to upload a picture and profile of their Nana or someone they think would be a great recruit, for the public to vote on.

This is the Shreddies brand’s first trial into using digital and social media, specifically targeting mums.

Craig Turner, Shreddies senior brand manager, says: “This activity truly engages with our consumers, providing a very personal interaction as they upload and vote for their favourite nana. Things may get quite competitive as some of the uploaded nanas have even better election campaigns than our political parties.”

A 10-second TV ad created by McCann London will start the ’recruitment campaign’ next week where Nestle willask people to nominate potential new Nanas. It will be added to the end of the current Shreddies TV ad and will break on 26 April.

In January, Shreddies continued its Knitting Nanas television campaign with an ad featuring Carry On actor Leslie Philips.

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here