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.