It Is What It Is?

There is a sign on a bus stop near here that says:

Oatmeal Stout
Pale Ale
BEER

It is what it is.

Underneath all of that there is a picture of Grape Nuts cereal. I think the ad executives want to emphasize how simple and natural Grape Nuts cereal is, but they're failing in that goal. I look at the sign and think, "How is Grape Nuts cereal really grapes and nuts?" There are no grapes and there are no nuts so this slogan does not work.

If the sign is going to work, there needs to be a picture of Grape Nuts with a red line through it and text reading "Sand and pea gravel to tear up the inside of your mouth. Oh, and it tastes like cardboard." I suppose that wouldn't be a successful ad campaign, though.