The concept here is that cereal fans love Crunchy Nut cereal so much that they used their spoons to try to break into the outdoor display and get at the box of cereal.
Without the explanation, I didn't get it. Did you?
Not sure I should be admitting this but the spoons look kind of sperm-y to me.

Advertising Agency: JWT Sydney
Creative Director: Angus Hennah and Mark Harricks
Art Director: Will Edwards and Chris Badger
Copywriter: Will Edwards and Chris Badger
Illustrator: Steven Cicala
Account Service: Cori McLeod, Rachel Kinder
Production Manager: Graeme Mahn
Via Hello You Creatives