In a category that is in double digit decline, how do you get great tasting cereal like Crunchy Nut into our audience’s daily routine, and not just at their breakfast tables?

Let’s face it...eating cereal, especially Crunchy Nut after dark is something we already do!

I mean who doesn’t love a bowl of cereal after a long day at the office? Whether it’s a late-night snack just before bed, something to munch on during a movie or the saving grace after a rather messy night out, yeah – we’ve all been there.

#NotJustForBreakfast was a campaign created to expose the different snacking behaviours of the UK through a series of fun, comedic, social films; each focusing on a different, relatable snacking archetype. Encouraging people at home to identify themselves, their mates even their mum.