Uploaded June 2021 | Updated September 2026, 2 weeks ago
When Hunter Somerville created the world’s first “diamond Shreddie” in September 2006 by pivoting a piece of the waffled whole wheat cereal onto a 45 degree angle, he didn’t have a clue it would inspire a landmark ad campaign destined to spark debate at checkout counters and win fawning accolades within the very industry it parodies—all while selling a truckload of cereal and revitalizing a sleepy brand.
At the time, though, the virtuosity of his cereal play didn’t summon a 'Eureka! moment'. “I thought it was the stupidest, worst idea ever,” he says.
The campaign served up this “new” product by being authentic to the conventions of a new product launch. Shreddies ran a complete 360 plan (TV, outdoor, PR, website, print) with a straight face. The campaign underscores that Shreddies are great just the way they are, with the brand the star of the show.
Launch TV told of a production issue at the Shreddies plant, with company brass turninga problem into an opportunity.
The target has a great sense of humour and we believed they’d enjoy this story from an old friend.
Bonus: Shreddies had mascots years ago 'Freddie and Eddie' one a square, one a diamond. So the fit with the brand was even better given that well known history.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
This video is used with Creative Commons and Fair Use for Educational purposes only and no claim to copyright ownership.
When Hunter Somerville created the world’s first “diamond Shreddie” in September 2006 by pivoting a piece of the waffled whole wheat cereal onto a 45 degree angle, he didn’t have a clue it would inspire a landmark ad campaign destined to spark debate at checkout counters and win fawning accolades within the very industry it parodies—all while selling a truckload of cereal and revitalizing a sleepy brand.
At the time, though, the virtuosity of his cereal play didn’t summon a 'Eureka! moment'. “I thought it was the stupidest, worst idea ever,” he says.
The campaign served up this “new” product by being authentic to the conventions of a new product launch. Shreddies ran a complete 360 plan (TV, outdoor, PR, website, print) with a straight face. The campaign underscores that Shreddies are great just the way they are, with the brand the star of the show.
Launch TV told of a production issue at the Shreddies plant, with company brass turninga problem into an opportunity.
The target has a great sense of humour and we believed they’d enjoy this story from an old friend.
Bonus: Shreddies had mascots years ago 'Freddie and Eddie' one a square, one a diamond. So the fit with the brand was even better given that well known history.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
This video is used with Creative Commons and Fair Use for Educational purposes only and no claim to copyright ownership.
