← Meet Surreal’s New Head of Sales
SURREAL
Say hello to Surreal’s, POPAI award winning, Head of Sales, officially earning the title by selling more cereal in a day than is typically sold in a week.
To support Surreal’s recent rebrand and growing momentum in retail, we delivered a bold activation at Waitrose Canary Wharf designed to stop shoppers in their tracks and introduce the brand to a new audience. Picking up a Silver award at POPAI 2026, in the highly competitive Short Run Temporary category!
The strategy was simple, get in people’s way.
With 70% of Surreal customers previously not buying cereal, disruption is essential to attracting shoppers looking for functional breakfast options high in protein and fibre. Canary Wharf was the perfect location, over-indexing in health-conscious, time-poor professionals seeking quick, nutritious solutions that fit busy routines.
To maximise visibility, we created an 8-foot cereal box installation, showcasing the new brand identity as the hero asset. Built entirely from recycled and recyclable materials, the structure was engineered for maximum impact while remaining efficient to transport and install.
The response was immediate. Over the course of the activation, Surreal sold 1,512 boxes of cereal to 1,200 new shoppers, representing a 1,644% uplift in sales. Combined with approximately 100,000 weekly shoppers passing through the store and 230,000 online impressions generated from shared content, the reach was huge.
Surreal even had the team on hand throughout the activation, giving away Surreal’s signature gold spoons and engaging directly with customers, a goldmine for shopper feedback.
Big box, big impact, offering some cereal-ously good results, what more can we say.
