Dorset Cereals

A brazen approach to winning business - and a big big platform idea

Brand strategy

The background

A creative director I work with was pouring himself some Dorset Cereal muesli one morning and poured out some waxy paper that must have mistakenly stayed in the box during manufacture. 

He tweeted them to let them know. They responded with the offer of vouchers. Instead he asked for a meeting with their CMO. 

We now needed to come up with an idea worthy of an approach this brazen. 

The problem

Dorset was the premium brand that had completely changed the cereal game 10 years earlier, but what were disrupting factors then – earth cardboard packaging, window into cereal, premium positioning – had become category norms.

Dorset needed to re-earn its premium positioning. So that’s where I started.  

The Solution

We decided to try and find a way to re-establish the premium positioning of Dorset and justify their sometimes 50% prince premium on other mueslis and granolas.

Dorset could no longer do this through packaging and product innovation as they once had, they needed a brand idea to demonstrate their positioning.

There’s nothing more premium than long, lazy and luxurious breakfasts.

So we decided to make Dorset Cereals their champion and staunchest defender in the face of a breakfast category (and life generally) getting faster and faster.

The insight

You physically can’t eat Dorset muesli quickly. 

The idea

Enjoy Breakfast On The Slow

The results

Breakfast On The Slow has gone on to become the brand platform Dorset have worked with for almost a year.

The thought has been activated from film to festivals and has been a hugely successful and engaging campaign idea that sums up everything about the Dorset brand.