Surreal Variety Pack - High Protein Cereal – Low Sugar- Healthy Plant Based in Fibre Carb Gluten Free Vegan 13g of Protein, 0g Sugar 240g per Box 4 (1 x each)

Product Information

London design studio Onwards has crafted the “off-beat” branding for adult-orientated cereal brand, Surreal. Surreal contains 240g of cereal in a bag. That means, if you follow conventional cereal portion sizes (32g), you can squeeze 7-8 portions out of the box. Lucy and I love a large breakfast, so we found that 60g was the perfect amount for us. The campaign will be live from July 18 to August 15, running across print and digital 96 and 48 sheets in London, Leeds, Manchester, Birmingham and Glasgow. Around 180+ billboards have been placed in these key cities.

Onwards has also designed a mascot for Surreal; a smiling face with a cereal bowl for a mouth. Ryrie describes the face as a secondary logo, which can adapt to a variety of expressions. “We wanted the whole brand language to feel surprising and uplifting and a little bit off-beat,” he adds. Surreal has also been very intentional with their image. They have successfully crafted their image as an “offbeat brand”, whilst tapping into the aesthetic of childhood cereals, incorporating a health conscious yet playful image.Traditional cereals are made of sugar and grains, with very little nutritional value; they have you sniffing out your next sugar hit before you’ve even reached 11am. It’s most clear in the brand’s messaging, according to Ryrie. “The copy is thought-provoking, upbeat and a little bit eccentric rather than just fun and playful,” he says. These include taglines like ‘You cannot be cereal’ and “It’s surreally good”, which roll out across social media campaigns. For some reason, the brainless zombies who work in our marketing team have decided to team up with Wild, FFS Beauty Ltd and LA VIE™ to create this absolute Frankenstein of an advert.

The finance team said we’d been spending too much money, so to shut them up we made the world’s most budget billboard. Our not-so-secret blend of Stevia and Erythritol gives sweetness without the sugar crash or calories. You need to be as friendly as a dog, have the street smarts of a cat, and if you can turn your head 180 degrees like an owl that’d be pretty cool.An official statement also mentioned how Kellogg’s recently lost a court case challenging the government’s new HFSS guidelines around the sugar content of its cereals. The plate has sat atop its porcelain tower for too long and it’s time someone challenged it - which is why we’ve invented “bowls”. They’re sort of like plates, but better. In every way. Writer, scientist, amateur mycologist | I write stuff for a living. Mainly about vegan things, science, fungi, and travel. Find out more at Alice's Cerebrum See some of Surreal’s billboards and copy, creatively deploying these 4 big names in advertising their product.