I reckon that ad campaign has done dorset cereals more harm than good. This is the problem with putting advertising in the hands of inexperienced, unregulated instagrammers.
It'll all be short lived, the bottom will fall out of this sooner or later, instagram will want their slice of the pie and make it harder for content to be seen unless its a paid post, can't blame some of them for trying to make a buck while they can I suppose.