Since their inception over 60 years ago, Shreddies have remained simple wheat squares. Though considered a staple in Canadian cupboards, most people haven’t thought about them in years. Shreddies were boring. Our challenge was to make them relevant to Canadians again. To do this we created a revolution in breakfast bowls, we created Diamond Shreddies.

We launched by leaking “Market Research” films to Canadian bloggers. The films made their way to Youtube/other video sharing sites. Over next few weeks, we launched a national Outdoor campaign as well as 30" and 15" Television spots. These were followed by 15" TV cutdowns of “Market Research” films which drove to the website and online game. The website included Diamond Shreddie recipes and Win A Diamond promotion which linked to the Package Redesign and PR. What began as an idea for the back of box somehow turned into one of the widest reaching Canadian campaigns in years.