Shreddies cereal is changing… sort of. Now they’re diamond shaped.
Kraft and its creative agency Ogilvy & Mather are readying a national campaign promoting “new” diamond-shaped Shreddiessimply the Shreddies’ square turned at a 45-degree angle.
The fake remake campaign was tested in Alberta last year with TV, outdoor and print executions.
“People were photographing the billboards,” says Nancy Vonk, co-chief creative officer at Ogilvy. With local press and bloggers picking up the story, Kraft decided to end the trial early to begin work on an equally straight-faced national campaign.
The national effort launches Jan. 28 with TV, out of home and an updated websiteDiamondShreddies.com.
“Recent advances in cereal technology have allowed us to take Shreddies cereal to a whole new level of geometric superiority,” states a teaser currently on the site. “One taste and you’ll wonder how you’ve been so square for so long. Welcome to the 45th degree. Welcome to Diamond Shreddies country.”
The website will feature three virals, each showing hidden camera footage of real product testers in a market research facility.
The testers see a side-by-side comparison of the “old” and “new” product. After some initial disbelief, they begin to compare the relative merits of each type.
“It looks more interesting,” says one unwitting test subject. “The diamond one felt more crunchy,” says another.
Vonk says the campaign arose from a smaller project to redesign the back of the cereal’s box more than a year ago.
“The brief was ‘Make people think of Shreddies again,’ ” she says.
Hunter Somerville, a summer intern at the time, came up with the diamond idea, and has since been hired on full time as a copywriter.
Kraft plans to complete the campaign by putting boxes of Diamond Shreddies on store shelves in the coming weeks.