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)

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In other money-saving news, we've built our new office out of papier mache, and we now pay our staff with coins made out of tin foil. 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. Once we've ousted plates, we'll then fight those forkers in the cutlery industry (long live spoons), before completing the treble by fighting an international quiche conglomerate. The cereal market is a well established one, and so there was an initial challenge for Surreal to set themselves apart from the rest. Surreal provides customers with the nostalgia of their favourite childhood cereals without the guilt, but with the added nutritional value. This is a fantastic midpoint between major competitors in their market; less exciting cereals providing nutritional value and sugary cereals that people love but don’t necessarily benefit from. Amongst the mundanity of our daily lives, we all need a bit of playful cereal to start the day; now we can enjoy a big bowl for breakfast without the accompanying guilt. From its high-quality vegan ingredients to its rich protein content, Surreal cereal gets a big thumbs up from us 👍🏻

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. Sugar-free, protein-rich cereal that’s suitable for vegans (and everyone else) of all ages! Surreal is a gamechanger brand making plant milky waves in the breakfast industry.London design studio Onwards has crafted the “off-beat” branding for adult-orientated cereal brand, Surreal. Best of all? The SURREAL recipes are plant-based and gluten free, meaning they’re suitable for all sorts of diets too! We couldn’t afford one of those special, flashy, custom billboards, so we decided to save some pennies and make our own billboard from scratch. The finance team said we’d been spending too much money, so to shut them up we made the world’s most budget billboard.

A great lesson to takeaway from this case study is how Surreal’s intentionality in their brand messaging served as a strategic catalyst into their market. What lessons from this do you think you can apply to your startup?

But breakfast cereal is notoriously un-vegan-friendly and, quite frankly, full of shite! High in sugar and low in pretty much everything nutritionally important, conventional cereals frequently leave us unsatisfied. They’re the last thing any health- or eco-conscious individual would wish to consume, let alone want their children to guzzle for breakfast each day.

See some of Surreal’s billboards and copy, creatively deploying these 4 big names in advertising their product. That depends on your perspective. If you’re comparing it to the cheap crap that sells on supermarket shelves, then it is a little on the pricey side. However, if you’re prioritising convenient nutrition at breakfast, then Surreal is value for money, particularly when you opt for their subscription service. This was demoralising for about twenty minutes, and then we realised it’s the perfect excuse to just not try ever again.Anyway, buy our new bowl and spoon. Or don’t. Whatever. 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. 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.Since their launch earlier this year, they’ve steadily been growing and gaining recognition as the new, disruptive cereal brand in the market. But how? The branding hopes to engage a sense of “innocent questioning” for its adult consumers, the Ryrie adds. One of the guiding principles –‘Never stop playing’– is rooted in the idea that a “playful mindset is a healthy mindset”, he explains. 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. Founded by Vita Coco veterans Kit Gammell and Jac Chetlad, Surreal cereals are sugar-free, gluten-free and vegan cereals inspired by our favourite (although less healthy) childhood staples.

For instance, most brands use LinkedIn as a B2B marketing tool, adopting a more corporate tone of voice, which can make for a rather monotonous timeline. They are aware of the need to grab the curiosity of their audience without losing their attention, a useful tactic to apply when gaining familiarity in a market. 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.So the exclusion of animal products instantly makes Surreal a more eco-friendly option than the majority of traditional cereals. 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. Surreal aims to “make the kind of cereal we all loved as kids nutritionally relevant for today” . Sending a message like this one means customers have a clear, accessible understanding of their product. They’ve demonstrated what sets them apart from the rest. Let’s face it, a bowl of seedy muesli might be healthier, but it just can’t satisfy taste cravings in the same way. All it took was a gazillion cardboard boxes, twelve rolls of gaffer tape, two ladders, and one fight about who got to play on the ladders. Couldn't be easier.