Shreddies signs up Leslie Philips for new ad

Shreddies, the Nestle owned cereal brand, is continuing its Knitting Nanas television campaign with an ad featuring Carry On actor Leslie Philips.

The latest spot gives the Knitting Nanas a makeover to reflect the new Shreddies recipe.

Phillips is shown wooing the Nanas in his the trademark “English gent” persona with his familiar catchphrase: “I Say, Ding Dong”.

The ad has been created by McCann Erickson and media planning is handled by Mindshare.

In December, Cereal Partners Worldwide, the global joint venture between Nestle and General Mills, committed to further reduce sugar levels in cereals advertised to children by an average of 20%.

The company, which owns cereal brands including Shredded Wheat and Cheerios, says it wants to reduce the sugar content of cereals advertised to children to single-digit levels per serving following launch of a consultation by the Food Standards Authority regarding sugars, saturated fats and extra large portions in food