Wake up to the Magic of Whole Grain campaign

04 May 2023

In 2022, CPUK activated a Wake Up to the Magic of Whole Grain campaign; most activity took place in January 2022, with support in a select number of retailers in late summer. As well as driving purchase, overall, the campaign raised awareness of whole grain and fibre as an important part of a balanced diet.


Brands featured included CHEERIOS, SHREDDIES and SHREDDED WHEAT. The campaign engaged with consumers at every touchpoint; in-store media such as Aisle Fins, Digital Screens, In-Store Feature Space and Shelf Talkers were used. As well as online activity such as online retailer website campaigns (dedicated online banners and brand pages, search terms and favourites). CPUK worked with a number of major retailers including Sainsburys, Tesco, Morrisons, ASDA and Waitrose. The key visual further reiterated messaging by featuring our standout Green banner and whole grain tick. In Asda alone the campaign reached 124 million consumers.

Separate from this campaign, CPUK launched two new website articles to educate consumers around fibre’s role in balanced diets. CPUK also celebrated International Whole Grain Day with an internal webinar and panel and externally on Nestlé Cereals Instagram.