Protein and punchlines: How Surreal is redefining breakfast marketing

SurrealOpens in new tab is shaking up the breakfast cereal market by challenging household favourites with a fresh approach. From bold marketing campaigns to strategic partnerships, the brand proves that even in a competitive space, there’s room for innovation and disruption.

Breakfast—is it really the most important meal of the day?

Regardless of how you feel about it, one thing we can all agree on is that cereal is one of the most popular breakfast foods in the UK—over a third of BritsOpens in new tab list cereal as their favourite morning staple.

So, it's no surprise that the breakfast cereals market continues to grow, and industry data showsOpens in new tab an expected CAGR of 4% from 2024 to 2029.

The breakfast cereal industry is huge and highly competitive, particularly since the market is dominated by companies with decades of brand loyalty and household name recognition under their belts.

So, how can newcomers compete?

Surreal—the new kid in the breakfast cereals block— is reinventing breakfast with high-protein, low-sugar cereal, coupled with cheeky marketing that gets people talking and laughing.

Let's look at Surreal's tactics (and results) below.

Comparative advertising at its finest ⚖️

One of the best ways to set your brand apart in a market filled with incumbents is to clearly call out exactly what makes you better than the rest.

For Surreal, comparative advertising is a vital part of its messaging. Its product pages have a huge "Us vs. Them" section featuring a table that shows how its cereal stacks up compared to others when it comes to things like protein, sugar, carbs, and even lifestyle factors like being vegan and gluten-free.

On Instagram, Surreal has a whole highlight reel comparing its cereal with traditional brands. These assets are an easy-to-grasp, no-nonsense way to prove Surreal isn't just a different brand of cereal—it's better.

Key partnerships 💪🥣

Fact: gym rats are obsessed with protein. That's why it makes total sense for Surreal, a high-protein cereal brand, to jump into the fitness world. And who better to partner with than fellow UK brand Gymshark? Earlier this year, Surreal teamed up with the popular athletic brand to launch Cardi-OsOpens in new tab, a high-protein cereal perfect for post-workout munchies or pre-gym fuel.

Alongside this, Surreal went live with clever digital and out-of-home ads that used humour and bold visuals to stand out. With taglines like "Break Sweat, Breakfast" and "Spot Me, Spoon Me," the campaign reinforced Surreal's cheeky, fitness-friendly identity.

LinkedIn marketing 👔 👏

It's no secret that LinkedIn is a B2B marketer's world. In 2024, just 20% of the platform's revenue came from B2C companiesOpens in new tab. But this doesn't mean consumer brands can't thrive on LinkedIn—just ask Surreal.

The company's brand-building activities are winning fans on LinkedIn, and Surreal's posts consistently rack up thousands of likes, comments, and shares.

What's interesting about the company's LinkedIn approach is that it doesn't tone down its brand voice, even when speaking to a more "professional" audience. Surreal is known for its funny and bold marketing—and while this style is more common on platforms like Instagram, the brand brings the same energy to LinkedIn.

For example, its LinkedIn content features playful posts like "All the reasons we missed our targets last quarter" and "Our supply team has cocked up."

Packed with self-deprecating humour and relatable messaging, Surreal has done an excellent job staying consistent across all marketing platforms.

So… are Surreal's efforts working? 🤔

As a challenger brand in the world of breakfast cereal, Surreal has definitely stepped up to the plate with bold brand-building initiatives.

The question is, are Surreal's efforts working?

Answer: yes—to a certain extent.

Incumbents like Quaker, Special K, and Weetabix still have the lion's share of brand awareness, Surreal's growth trajectory is a lot higher, suggesting its campaigns are reaching new audiences and capturing attention.

Consumers are increasingly considering Surreal 📈

In particular, Surreal is making inroads in the consideration stage among 18 to 34-year-olds. Tracksuit's data shows that Surreal's consideration rates have grown significantly over time, while legacy brand considerations remain flat.

Claimed usage over time is also on an upward trend among the same age group, which could mean that Surreal's efforts are not just generating interest but are successfully converting it into actual product trials and repeat purchases.

Positive brand perception 🙌

As for brand perception, Surreal's branding initiatives seem to be hitting the right notes. Our data at Tracksuit shows that consumers associate terms "Delicious" and "Tasty" with the brand, which is great considering one of Surreal's taglines is "Healthy cereal that doesn't taste like cardboard."

Speaking of health, consumers also associate Surreal with words like "Healthy," "Protein," and "Nutritious," so it's clear Surreal is getting its "healthy and delicious" point across.

Bringing it all together

Surreal proves that even challenger brands can make waves in a competitive market. By combining humour, strategy, and a genuinely great product, Surreal is carving its place in the cereal aisle. We look forward to seeing what it does next!