Kraft promotes Diamond Shreddies
By Adnews Staff
Kraft Canada has begun a marketing campaign for its Shreddies brand of breakfast cereal. The campaign, called "Diamond Shreddies," was developed by Ogilvy & Mather. The creative features images of the square pieces of cereal turned 45 degrees to form diamond shapes. The campaign purports to introduce a new diamond-shaped variety of the product. The intention of the campaign, which was tested in Alberta last year, is to reintroduce the brand and raise consumer awareness or it. The campaign consists of television and out-of-home advertising, along with a website at <http://www.diamondshreddies.com> and a series of online videos. Public relations efforts include media relations, product placement and co-promotions. Redesigned packaging is accompanying the campaign, while an on-box contest offers consumers a chance to win one of ten diamonds.