THE NO NASTIES PROJECT

The Problem
Kids’ cereals get a bad wrap.

They are laden with sugar and hidden ‘nasties’. People are turning away from traditional cereals in favour of granolas and wholegrains, without realising that these can be just as overloaded with sugars and fats.

The state of play
Cereal is still considered an easy-to-serve breakfast. It is also full of nostalgia for some parents. Most consumers feel there is too much conflicting information screaming at them in the cereal aisle about what is good for their child.

The Solution
Position a line of cereals in market as the better alternative to old faves, with clear call-out on the low the sugar content. Don’t try to be the healthiest, but find the balance between better-for-you and fun so that kids want to eat it and parents want to serve it. High-five parents: you're doing 'brekkie like a boss'.

Involvement:

Leadership on product design, marketing narrative + art direction.