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Shreddies Advertising Campaign
2013-2014
“Endless Variety”
Virginia Anderson, Dianne Gabriel, Gillian Ridgway,
Katie Bice, Jackie Sless and Adam Whelan
Bev Atkinson
ADMC 100-02
December 3, 2013
*All sections represented are the work of Virginia Anderson
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Campaign Explanation
The creative selling message for this campaign is “Endless Variety”. We want
consumers to use their imagination on the endless variety they have with Shreddies. We are
implying that each bowl of Shreddies can be different, as well as several different ways they
can eat Shreddies. (snacks, trail mix, party treats, bits n’ bites, and fruits and yogurt with
your cereal.
This campaign will be launched at the beginning of August and end in January. This
will be at the end of summer when consumers will be getting back to their routines and
returning to work. We also want to make sure the campaign is out before the Christmas
season as we want to show the target audience the other ways they can consume Shreddies
over the holidays. The marketing for this campaign will heavily take place between October
to January. The majority of the advertisements will be during 7am-7pm as that is when we
believe the target audience will be most active in their daily lives to view the campaign.
The target audience for this campaign is middle class adults between the ages of 30-50
years old. They live busy and healthy lifestyles, and enjoy spending times with their families.
They are money conscious and enjoy a daily routine. They primarily live in smaller suburban
areas close to nature.
The market priority for this advertising campaign will be throughout Canada. Brand
awareness for Shreddies has already been established in this region. As most of the consumers
are already familiar will the product Shreddies we can ensure a successful campaign. The
campaign will be launched throughout most cities in Canada. We will also use the campaign in
most grocery stores in large cities and rural communities.
The campaign is called “Endless Variety”. The tag line we will be using for this
campaign will be two variations on this: “Endless Variety” and “The Variety is Endless”. We
presume that on their next grocery buying trip after viewing an advertisement, consumers
will purchase the product. The duration of this campaign is six months, however the main
advertising period will be during October until January, and is where most of the campaign
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budget will be spent. We will be using engagement advertising to track the popularity of the
campaign online and see which demographics are engaging and responding to the product.
Media Plan
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Media Plan
Media Objectives
Main Objective: Increase brand awareness and purchase in
consumers aged 30-50
Objective: Connect with consumers in the mediums they are most comfortable with, using
boldly coloured, simplistic graphics
Objective: Use a variety of different campaigns with a slightly altered conveyance each time
to maintain the message, but change the presentation to keep the message fresh
Objective: Increase brand usage amongst the target demographic from non-consumption to
frequent consumption by the completion of the campaign
Objective: Offer incentives to increase consumption frequent and new customers through
promotional offers and testimonials. These will involve partnerships with Goolife and other
fitness communities
Media Strategy
Prospect Definition: Middle aged, health-conscious if not already living a healthy
lifestyle. May have young children. Open to trying new things.
Product Usage: Snack, use in trail mix and party treats, breakfast and filler foods.
Demographics: 30-50 years old with an income of $35,000-$55,000/yr. The consumer
wants to save as much money as possible. They are supermarket shoppers and have
little time for additional shopping. They enjoy noncomplex meal preparation and main
a healthy meal and diet.
Psychographics/Behavior: Family-oriented people with smaller children. They may
have a career in Management, but no live for their work. They would like to be more
active. They spend their free time being with family and friends, as well was working
around the house.
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Y&R Report
Key Fact
Shreddies are healthy, natural and made in Canada. They have a great taste and are great for
snacking, at home and on the go.
Consumer Problem
Consumers have a wide range of choices in cereals that are healthy and appetizing. Many are
owned by large multinational corporations that have infinitely more capital for advertising as
well as a larger market to pull from.
Advertising Objective
Increase brand awareness that attracts attention to the small, all-Canadian producer of a
healthy cereal.
Create an advertising campaign that increases brand awareness through marketing to the
target consumer.
Creative Strategy
Prospect Definition: Young, health-conscious if not already living a healthy lifestyle, small
children (2-5 years old) open to trying new things but not exposed to them frequently
Product Usage: Snacks, use in trail mix and party treats, breakfast, filler foods
Demographics/ Geographics
Age: 30-60
Income: $25,000+
Shopping/Eating habits: Wants to save money as possible, Super market shoppers, little time
for additional shopping – non complex meal preparation, maintains a healthy meal and diet
Lives primarily in smaller suburban centres, close to nature
Psychographics/ Behaviourisms
Family-oriented people with smaller children
Career in management, but doesn’t live for it
Wants to be more active, but time rarely permits
Spends free time being with the family and working around the house
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Principle competition: Cheerios
Sense of nostalgia, happy name, better promised experience, advertising and corporate
sponsorship – high level of brand awareness
Consumer Benefit: Assist them in a healthy lifestyle, provide an alternative to other snack
foods, fantastic for sharing, kids love them
Reasoning: Shreddies offers all natural whole grains as a smart snacking option, provides
convenience for finger foods, and offer a number of opportunities for use in treats.
Transit & Billboard
Advertisement
Virginia Anderson – Designer Statement
This series of advertisements are optimized for transit stations, particularly high-volume
centre platform stations (e.g. Union Station, Yonge Station and St. George
Station) as well as high traffic areas such as bus platforms and transit or commercial
high-rise concourses.
Each image is designed to be wrapped around a support column, which is
juxtaposed with an image of Shreddies, depicted with a variation on how it can be
served (berries, snack food, nuts, original etc). This demonstrates the variety of f lavours
you can create with Shreddies and how you can get the flavour you want, every time.
The advertisement also spans to billboards, using the information from the
transit advertisement blended to a single, unified poster. The text reads “Shreddies a la
(name here) - The (type of serving here)” and displays the subject with their preferred
Shreddies combination.
This advertisement highlights the highly customizable flavour of Shreddies and
provides a relatable face to potential customers. It also provides ideas to consumers on
how they might prepare Shreddies if they were to purchase them.
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The images have been put together using images of people within the
target demographic, using flavour combinations that would interest the
health-minded consumers targeted by the campaign.
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The image of a middle aged woman connects with the core of food
purchasers in the family and has a wholesome appearance which is
consistent with the image of the product.
15. The campaign can be expanded in to the realm of social media by asking
consumers to share their special recipes for Shreddies, as well as helpful
hints that can produce delicious combinations.
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The people depicted in the complete series of advertisements will be of
average to slightly above average attractiveness to maintain a
wholesome, realistic feel that is less imposing to potential customers
