Amy Bernstein, senior marketing manager at Post Consumer Brands Canada, says the goal is to contemporize the legacy cereal brand and help it stand out in the crowded cereal category. The campaign was developed by Toronto agency Publicis.
“Shreddies is an iconic and beloved Canadian breakfast cereal that’s been around for over 80 years,” she says. “The cereal category itself is quite saturated and cluttered, and we’re always striving to gain top-of-mind awareness, and we thought this is an activation that will get Torontonians excited and drive a little bit of buzz” (ha!).
Cereal has long been a favourite food of pot smokers, but Bernstein says the pop-up activation had to be approved by the very top levels of Post’s leadership team. “The stance is that marijuana and cannabis use isn’t really a taboo topic anymore, especially in the hip, trendy, downtown Toronto area where our pop-up is, but by no means are we encouraging or promoting the use of cannabis,” she says.