Finn McGough Shoots Northern Soul Jives in New Shredded Wheat Short

Shredded Wheat aims to inspire people to Live from the Heart. The new brand campaign talks to those at a stage in life where they have more time, and more expendable income than ever before. There’s never been a better time for this generation to follow their hearts and realise their passions and ambitions, by living a healthy, active lifestyle. 

Created by McCann London, this launch is a new phase in the development of the Shredded Wheat brand, building its emotional credentials, and kick-starting a movement which gets more people to live from the heart. Shredded Wheat helps look after your heart, so you’re free to follow it.

The “Live from the Heart” campaign launches with a documentary-style series. In the first story we meet Dave, a “Northern Soul” enthusiast from Shrewsbury. Dave grew up loving everything that Northern Soul stood for: the music, the clothes, the dancing, the people. But a young family and a career that took him away from home meant he fell away from the scene. Now, armed with a fresh outlook on life, and more time to follow his heart, Dave is reigniting his passion – and even passing it on to the next generation by going to the Northern Soul all-nighters with his son.

Commenting on the new brand platform, Ben Blake, Marketing Controller at Nestle Cereal Partners UK said, “Our aim with this new brand campaign was to show the positive role that Shredded Wheat can play in a healthy and active lifestyle, and inspire people to go out and truly ‘live from the heart’.”

Rob Doubal, Executive Creative Director of McCann London added “Live from the Heart” combines this product truth with a strong call to arms, by telling the real stories we want to inspire our audience to follow their heart.” 

After Dave’s story, Shredded Wheat will follow the story of Julie, a wild water swimmer. Later in the year the campaign will be supported via an on-pack competition to find another Live from the Heart story to be showcased on the new Shredded Wheat website later this year.