Cereal Partners is targeting mothers with its £5m 'Knitting Nanas' advertising campaign for family favourite Shreddies. The integrated campaign, which includes TV ads, radio sponsorship with Magic and "a ground-breaking new digital platform", focuses on hundreds of Nanas knitting each Shreddie to perfection. "We're always striving to find big, creative ideas that stand out and can be stretched beyond just TV advertising," said Dez Timmiss, marketing director of Cereal Partners. "Our research has shown consumers find the campaign engaging and they can identify with the loveable Nanas." The advert's message, highlighted Shreddies' wholegrain goodness, he said, and was geared towards mothers. The campaign was expected to have broader appeal.