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Shreddies Diamond?

Okay I just realized that they do no have Shreddies in the states but for all the Canadians out there. "Are they for real?". I saw a commercial advertising diamond shaped (instead of square) Shreddies. Please, someone tell me I imagined it or it is some kind of joke.

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  1. I'm not Canadian but have had Shreddies on my trips to Canada. I think it must be some sort of really bizarre joke.

    Googling found this:


    1. I thought it was pretty funny. Of course, even a large corporation like Kraft couldn't possibly think people are that dumb... Or could they?

      3 Replies
      1. re: SnackHappy

        Um folks, isn't this simply a perfect example of a deftly played out corporate-driven viral marketing campaign at work? I mean someone posted the URL here and look at all the free publicity they're going to get on this board alone, not to mention improved search engine rankings. :-)

        1. re: kpzoo

          And a friend just passed along their subsequent viral marketing campaign. Did you know? Shreddies are knitted by nanas:


          1. re: kpzoo

            Well, those are British Shreddies, not Canadian ones. Canadian Shreddies come from factories. ;)

      2. It's a joke. Clever, I thought.

        1 Reply
        1. re: Blush

          I agree, I think it's pretty brilliant adwise.

        2. I wonder what the marketing genius who came up with this idea got paid. It's the most annoying ad seen.

          1. They're the same old Shreddies photographed from an angle -- that's the point of the campaign, I think. The message is supposed to be 'While all those other cereal companies are releasing Fieldberry Chocomoolatte Extra-Fiber versions of their cereals to try to entice you to buy them, we're still just the same Shreddies you've always loved.'

            3 Replies
            1. re: Jacquilynne

              I, too, thought this was hilarious. With all the "our cereals are made with whole grain" crap in ads, this one does not take itself seriously, which is a nice change.

              Too bad I don't like Shreddies.

              1. re: miss_bennet

                I thought it was a really funny marketing campaign. Nothing changed; poking fun at people who go ga-ga when something seems "new and improved". I would guess a lot of people missed the joke...

              2. re: Jacquilynne

                and they did a good job of reminding me that shreddies exist.. I think i forgot about them for a while.
                and they still taste the same!
                (really? shreddies don't extst in the states?)

              3. frankly, i think the campaign is genius. i admire the cojones of the ad agency who pitched it, and those of the managers who agreed.

                of course they're the same old shreddies... that's the point.

                6 Replies
                1. re: marcopolo

                  When I saw the ad I thought it was a joke, seriously they cannot be serious, can they? Now I believe that if the people who work at the Shreddies plant are eating the product...they're not getting a proper mental boost. Shreddies makes you stupid, apparently. And not just a little stupid, Mind-numbingly dumb! It's a good ad in that you discuss the product, think about the product etc. But it's a bad ad bec it doesn't really sell you the product. Who'd want to eat something that would inevitably make you so stupid you cannot differntiate between a diamond and a square?

                  1. re: marcopolo

                    I agree. I think this campaign is excellent. I like the new diamond shape. However, it's hard to find boxes of Diamond Shreddies. Most stores still carry the boring Square Shreddies.
                    Bravo to the ad agency who pitched it.

                    1. re: paulcol

                      I think it's an absolutely brilliant marketing campaign, the latest twist being that they're now promoting combo Shreddies -- square and diamond shapes combined in one box!

                      1. re: Tatai

                        thanks for making me smile, regarding the combo Shreddies. I love it.

                    2. I can't tell you how much I hate that ad. I hate it even more than I hate the Ikea ad where a white kitchen is talking to a woman dressed in white while her husband goes ballistic about his bad day at work.

                      1. Here in the US, I believe these are the equivalent if Chex.

                        2 Replies
                        1. re: PattiCakes

                          But Shreddies taste better and are made from wheat, while Chex, I believe, are made from corn.

                          1. re: Tatai

                            They are available in wheat, rice or corn.

                        2. I thought it's funny, no one honestly believes they are different...it's suppose to be funny.

                          1 Reply
                          1. re: AngelSanctuary

                            I think some people might buy it; hence the bravado of the ad agency!

                          2. this is a pretty old campaign (over a year).
                            I read about it in Maclean's last year. Pretty interesting article! here is the link:

                            3 Replies
                            1. re: alixium

                              that's a great story, thanks. I've already said I hate the ads but the bottom line of course is that they don't compel me to purchase Shreddies. You can have the wittiest or most ironic or lovely ads ever but the point is to sell product and if they don't do that, then congrats to them on winning marketing awards or whatever but they're not doing the job the client paid them to do.

                              Of course, that's just me. If the ad make you buy shreddies, then I guess it's working.

                              1. re: JamieK

                                But you remember the product at least, and I'm sure some people DO look at the ads, and decide to purchase. The worst ad campaigns are those in which you don't remember the company being promoted, or never know to begin with.

                                1. re: JamieK

                                  I was also going to mention that Saltine's crackers commercial in which they're splashing into the soup and fireworks are going off left and right....very artistic spot, but it leaves me thinking of the soup, and not the crackers (which the commercial is actually for).