October 1, 2025 (Toronto, Ontario) — In a world of constant innovation — what's new, what's next — we are all craving a little stability. Enter Shreddies, here to inject a little consistent goodness into the world.

With simple ingredients made from 100% Canadian whole grain wheat, Shreddies has remained the same since 1939, including its signature shape (a diamond is really just a square on its side, after all). It's consistent, predictable, stable, and good. Some may say a little square. In a time when the world needs it most, Shreddies' latest campaign is for those just like them — the squares.

The new brand platform "Here's to the Squares," developed by agency partner Diamond, launched this fall with an integrated campaign across TV, connected TV, digital, social, and OOH. Anchored by a 30-second video, the piece shines a humorous spotlight on square people showcasing their square behaviours — in a square.

"Our approach to everything embraced squareness to the fullest. Every detail was intended to put these people on the square pedestal they deserve," says Hayley McOstrich, Associate Creative Director at Diamond.

The campaign celebrates the people who flip their mattress every six months, start their taxes on February 24th at 6:01 AM, always use a coaster, and never have to be reminded about a software update. It raises a spoon to these people through contextual OOH, including a takeover of the You've Changed billboard on Queen St. West in Toronto.

This is the first new brand platform and integrated campaign since Diamond assumed AOR for Post Foods Canada. The campaign is supported by Mekanism for paid media and agency partners Headspace Marketing, Grayson Audio, Saints, Darling, and Dear Friend for video production.

To learn more about Shreddies, visit shreddies.ca.