In an industry obsessed with constant reinvention, Shreddies is making a bold statement: staying the same is worth celebrating. The iconic cereal brand has launched a witty new campaign, developed with Diamond, that proudly embraces its “square” identity and the stability it has offered since 1939.
Made with 100% Canadian whole grain wheat, Shreddies has never changed its ingredients or its shape—after all, a diamond is just a square turned on its side. In a world saturated with “what’s new” marketing, the brand is leaning into consistency as its defining strength.
“In a landscape filled with noise about change, we wanted to spotlight what hasn’t changed in 85 years,” explained Amy Bernstein, associate marketing director at Post Foods Canada. “We’re not failing to evolve—we’re proudly resisting unnecessary change. We are the same square cereal since 1939, and we’re celebrating it.”
The campaign, “Here’s to the Squares,” launched this fall with a fully integrated rollout across TV, connected TV, digital, social media, and out-of-home advertising. Its centerpiece is a 30-second humorous video that shines a spotlight on so-called “square people”—those who flip their mattress exactly every six months, begin their taxes at 6:01 a.m. on February 24, always use a coaster, and never forget a software update.
“Our approach was to fully embrace squareness,” said Hayley McOstrich, associate creative director at Diamond. “Every detail was crafted to put these people on the pedestal they deserve.”
The campaign even took over Toronto’s iconic “You’ve Changed” billboard on Queen Street West with the simple retort: “We haven’t.”
This marks the first new brand platform and integrated campaign since Diamond assumed the role of agency of record for Post Foods Canada. It is supported by Mekanism for paid media, with contributions from Headspace Marketing, Grayson Audio, Saints, Darling, and Dear Friend for video production.
At its core, Shreddies’ message is clear: in a world that glorifies constant reinvention, being proudly square can be refreshingly original.
