gymshark x surreal
Cereal box labeled 'Cardi-Os High Protein Cereal Strawberry Milkshake' with a bowl of pink cereal, milk being poured, fresh strawberries, and a strawberry milkshake on a pink checkered table.
Two side-by-side advertisements in a subway station; the first features a woman in blue workout attire with the text 'Shredded Gymshark We Do Gym', and the second shows a box of cereal with the text 'Eat Surreal We Do Protein'.
Back of a pink cereal box featuring a free cardboard home gym offer, drawings of cardboard weights, nutritional information, and humorous text about exercising with the cardboard gym.
Open box with Gymshark branding containing a cereal box labeled 'Cardio’s High Protein Cereal Strawberry'. The inner lid has text stating 'Don't skip leg day, don't skip breakfast.' The box exterior reads 'Time to lift (the lid)'.

I wrote the packaging copy too.

Subway advertisement featuring Gymshark and Surreal collaborations, highlighting fitness and protein products with playful slogans.
Box of "Cardi-Os High Protein Cereal" with a bowl of cereal and a basket of strawberries.

When Surreal asked us if we wanted to do breakfast, this isn’t what we had in mind.

It all started with some LinkedIn banter between two brands… that blew up and went viral, so in true reactive style, what followed was the quickest turnaround I’ve ever seen in marketing. From the initial email, about 18 days later, Cardi-Os were available to buy. The collab that everyone wanted - Gymshark & Surreal spooning at last.

Yes, I came up with the cereal name.

Two subway station advertisements side by side. The left ad features a person lifting weights with the text 'Spot Me' and 'We Do Gym' promoting Gymshark. The right ad displays a cereal box with the text 'Spoon Me' and 'Surreal We Do Protein,' emphasizing high protein cereal.

Organic social, OOH, paid media, retail, packaging.

Box of Surreal Gymshark Cardi-Os high protein cereal, strawberry flavor, with a bowl of cereal, strawberries, and a milkshake on a pink checkered surface.

Brand: Gymshark & Surreal
Agency: In-house
Creatives: Chloe Adams, Mikey Robinson,
Ruth Tyrie, John Thornton