Case study

Cereal Partners UK: Shredded Wheat It Simply Does It Campaign

Published: 16 June 2026 Updated: 16 June 2026

Raising Awareness of Whole Grain and High Fibre Breakfasts Through the NEW Shredded Wheat ‘It Simply Does It’ Campaign. 

In 2025, Cereal Partners UK (CP UK) launched its new ‘It Simply Does It’ campaign for Shredded Wheat Bitesize and Big Biscuit aiming to reconnect the brand with its loyal fans while also resonating with new audiences.    

In today’s fast-paced and often complicated world, the campaign shines a spotlight on the beauty of simplicity, reminding consumers that Shredded Wheat offers a straightforward and high fibre breakfast option that they can trust.  

Shredded Wheat Bitesize and Big Biscuit is made with only one single ingredient, whole grain wheat, and are naturally high in fibre (14-14.2g/100g). Communicated in a straightforward and relatable way, we’re helping consumers recognise how choosing a whole grain, high fibre cereal can help them support their health* at breakfast and contribute to a balanced diet.   

The campaign prominently featured across a variety of platforms, including Television, Digital and Radio from June 2025 to the end of the year. This sustained presence ensures repeated exposure of consumers to messaging around fibre and whole grains at key breakfast consumption moments, helping to normalise high fibre choices within everyday routines.  

At the heart of the campaign is a captivating 20-second television commercial featuring Rudy, an innovative character who starts his day with Shredded Wheat before diving into his exciting but complicated engineering projects. Rudy’s journey embodies the spirit of creativity and the power of simple choices like a whole grain, high fibre breakfast.   

Across all campaign touchpoints, consistent messaging highlights whole grain content and fibre benefits without overcomplication. This activity supports wider public health goals by encouraging fibre consumption and reinforcing the role of whole grains in everyday breakfasts across UK households. 

*Shredded Wheat contains wheat bran fibre which contributes to an acceleration of intestinal transit. The effect is obtained with a daily intake of at least 10g of wheat bran fibre. Enjoy as part of a healthy diet and lifestyle.