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Revealed: Breakfast cereal boss who launched ‘look at me now, Dad’ advertising campaign is the son of a multimillionaire oil tycoon


A breakfast cereal entrepreneur who launched an advertising campaign with a ‘look at me now Dad’ message is actually the son of a distinguished multimillionaire oil tycoon.

Kit Gammell this week posed next to a giant billboard showing a cereal box alongside the message: ‘Hi Dad, remember how I quit my job to start that ‘stupid’ cereal company? Well, we just launched in Sainsbury’s. Who’s the disappointment now? Kit.’

It ends with: ‘P.S. Can I borrow a tenner?’

Gammell, 32, is the co-founder of cereal brand Surreal, a protein-packed snack endorsed by fitness loving celebrities including singer Olly Murs and TV host Joel Dommett.

The entrepreneur has his face plastered on billboards promoting the cereal, in which he suggests his business achievement came in spite of his father’s scepticism.

Breakfast cereal entrepreneur Kit Gammell this week posed next to a giant billboard showing a cereal box alongside the message: ¿Hi Dad, remember how I quit my job to start that ¿stupid¿ cereal company? Well, we just launched in Sainsbury¿s. Who¿s the disappointment now? Kit.¿ However, Gammel's father is a multimillionaire oil tycoon

Breakfast cereal entrepreneur Kit Gammell this week posed next to a giant billboard showing a cereal box alongside the message: ‘Hi Dad, remember how I quit my job to start that ‘stupid’ cereal company? Well, we just launched in Sainsbury’s. Who’s the disappointment now? Kit.’ However, Gammel’s father is a multimillionaire oil tycoon 

Gammel, 32, is the co-founder of cereal brand Surreal in 2022 when Kit and co-founder Jac Chetland (not pictured)  say they pooled £30,000 of savings and funds from cashed-in shares from their previous jobs at Vito Coca, the coconut milk brand

Gammel, 32, is the co-founder of cereal brand Surreal in 2022 when Kit and co-founder Jac Chetland (not pictured)  say they pooled £30,000 of savings and funds from cashed-in shares from their previous jobs at Vito Coca, the coconut milk brand

But the journey may not have been as hard as viewers may have perceived. Because Mailonline can reveal that Gammell’s father is the hugely successful oil magnate Sir Bill Gammell, a former Scottish rugby international who has a reported net worth of £40 million.

The official Surreal Instagram page also highlights the new ad, alongside the caption: ‘Why have a boss with big ideas when you can have a boss with daddy issues?

‘Instead of using our marketing budget to tell people that our cereal’s now in Sainsbury’s, he’s decided to spend the money being rude to his dad. Unbelievable.’

Kit and co-founder Jac Chetland say they pooled £30,000 of savings and funds from cashed-in shares from their previous jobs at Vito Coca, the coconut milk brand, to create Surreal in 2022.

They also secured a further £400,000 investment from senior food and drink industry figures, they say.

The firm turned over £1m in its first year and that total is expected to increase significantly this year as the pair build up the company with help of innovative marketing campaigns on social media, including setting up an office in an Ikea display unit.

But their latest billboard campaign to mark their association with Sainsbury’s saw some question whether Kit’s father would have been a genuine hindrance, given his huge wealth.

Commenting on the picture, one wrote: ‘Hum. Seems unlikely to me. Isn’t his dad Sir Bill Gammell, the famously thrusting former rugby player who founded an oil business?’

Sir Bill and Geraldine share two sons, Kit and his older brother Mike – who is also a budding entrepreneur, selling alcohol-free beer.

The two brothers use fraternal banter as a marketing tool.

And Mike booked the billboard next door to the Surreal campaign to plug his own alcohol-free booze as a response to the Surreal advert

Mike’s billboard read: ‘Big deal, little bro. ‘My non-alc beers launched at Sainsbury’s ages ago.

‘Also, you smell. Mike.’

His message ended: ‘P.S. No one missed you at Christmas’.

The pair have used similar public banter on social media.

Kit recently posted on LinkedIn: ‘Growing up, we were locked in permanent competition – best friends, yet fierce rivals. Now that he’s right next to SURREAL I’ve found myself slipping back into old habits. Instead of asking myself “Who’s faster? Who’s more popular?'”, it’s now ‘Who’s the better leader? The better role model?’ Thankfully, I’ve learnt how to handle it. Now that I’m a mature, professional, adult, when these thoughts creep in I just remind myself of one, simple thing: Mike’s a stinky bumbum head.’

The accompanying image shows a glass office wall graffitied to read ‘Mum loves me more.’

Sir Bill Gamell (pictured). Mailonline can reveal that Gammell¿s father is the hugely successful oil magnate Sir Bill Gammell, a former Scottish rugby international who has a reported net worth of £40 million is a close friend of Tony Blair

Sir Bill Gamell (pictured). Mailonline can reveal that Gammell’s father is the hugely successful oil magnate Sir Bill Gammell, a former Scottish rugby international who has a reported net worth of £40 million is a close friend of Tony Blair

A box of Surreal cereal now available in Sainsbury's. Surreal is a protein-packed snack endorsed by fitness loving celebrities including singer Olly Murs and TV host Joel Dommett

A box of Surreal cereal now available in Sainsbury’s. Surreal is a protein-packed snack endorsed by fitness loving celebrities including singer Olly Murs and TV host Joel Dommett

Sir Bill, 71, was awarded a knighthood in 2006 for his services to Scotland.

He founded Cairn Energy (now known as Capricorn Energy PLC) and was Chief Executive from 1988 to 2011, returning £3.6billion to its shareholders in that time.

He stood down as chairman of Cairn Energy in 2014 and is a Director of Figured Ltd, offering strategic business advice to clients.

A tall winger, he represented Scotland at rugby between 1977 and 1980, winning five caps before his career was stopped by a knee injury.

He is a close friend of former Prime Minister Tony Blair, having attended the same public school, Fettes College in Edinburgh.

Kit also attended the same boarding school, which charges students £10,000 per term, between 2000-2009 where he eventually secured straight A’s in his A-Levels, studying History, Economics and Politics.

Sir Bill also has close links with George W Bush, who was a guest at Bill’s 1983 wedding to his first wife Geraldine Digney, as they were childhood friends.

The former US President travelled to Scotland as a teenager to spend time with the Scot’s family on their farm in the Perthside countryside, building up a rapport with Bill.

His financier father Jimmy backed George Bush Snr’s oil business in the 1950s, establishing a close relationship they passed down to their sons.

In 2007, their father remarried fundraising consultant Janice Fotheringham and went on to have another son, Glen, and live in a six-bedroom mansion in Edinburgh’s Grange area.

Kit didn’t respond to requests for comment.



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