Post Foods Canada thinks Shreddies in fine shape at more than 85 years old.

The new creative work for the cereal, the first brand refresh since Diamond was appointed AOR of Post Consumer Brands, showcases the brand’s consistency and celebrates itinerary printers, those who are perpetually early and other common characteristics of being “square.”

“In a landscape filled with ‘new’ noise, we wanted to grab attention for something that’s remained constant for over 85 years,” says Amy Bernstein, associate marketing director at Post Foods Canada. “Today, it’s easy to change. Resisting the urge to is much harder, and when you have a good thing going, it’s more important than ever.”

With the new brand platform, “Here’s to the Squares,” Bernstein says Post wants to show consumers that, rather than failing to adapt, it has deliberately stood its ground against the pressure to change.

“We are the same square made with 100% whole wheat since 1939, and proud of it. So we’re owning our iconic shape and celebrating the squares,” Bernstein says.

“Our approach to everything embraced squareness to the fullest,” added Hayley McOstrich, associate creative director at Diamond. “Every detail was intended to put these people on the square pedestal they deserve.”

The campaign launched this fall with an integrated rollout across linear and connected TV, digital, social and OOH, with the latter including a meta reference to the kind of “square” who would email the company about a billboard spelling mistake.

The work includes social and digital as well as a contextual OOH takeover of the “You’ve Changed” billboard on Queen Street West in Toronto.

The activation marks a return to the trendy neighbourhood for Shreddies. In 2022, the brand unveiled a “wheat dispensary” nearby, a cheeky nod to the array of cannabis stores in Toronto.

The “Here’s to the Squares” campaign is supported by agency partners Mekanism for paid media and Headspace Marketing, Grayson Audio, Saints, Darling and Dear Friend for the video.

This past summer, Post Holdings reported third-quarter North American ready-to-eat cereal category declines, with volumes down 5.8%, a continuation of a downward trajectory from prior quarters.