Post Foods‘ Shreddies brand has launched a 30-second TV spot featuring the true story of Greg from Saskatoon, a volunteer who gets up every winter morning to maintain the local outdoor hockey rink.
At the end of the spot, the narrator says “genuine goodness” is in all of us “and every bowl of good, good whole wheat Shreddies.”
The idea behind the brand’s new “Genuine Goodness” platform is to “embrace the authenticity of Shreddies and its connection to Canadians,” said Patrick Scissons, chief creative officer at Grey Canada, the creative agency behind the campaign. His team conducted a cross-Canada search to “find real Canadians that embody the genuine goodness philosophy.”
A behind-the-scenes video on Shreddies’ Facebook page features Greg’s family members and neighbours talking about his positive role in the community. For every “share” of that video, Shreddies will donate one box of cereal to the Daily Bread Food Bank up to 2,000 boxes.
Greg “is really the unsung hero in their community and he’s the one who keeps hockey alive in their community, so we wanted to bring that to life… and show Canadians that there’s genuine goodness throughout the country,” said Melissa Marchesano, product manager – Shreddies.
The TV spot is running in English Canada until July. The media buy was handled by MediaVest.