Diamond Shreddies outshines the competition at CMA Awards

The integrated campaign won phenomenal PR, increased sales - and bagged three CMA gold awards plus Best of the Best bragging rights.

It was ‘Diamond Shreddies’ time all the way, as the campaign for the cereal brand toppled others to take the Best of the Best Award at the 38th annual Canadian Marketing Association (CMA) Awards gala, held Friday night in Toronto at the Westin Harbour Castle and attended by over 2000 marketing professionals.

Developed by Ogilvy, the multi-platform ad campaign – including TV, print, outdoor, web and public relations – resulted in an 18% increase in baseline sales of Shreddies within the first month of rolling out nationally, versus the previous year. Creatively, the campaign relayed the tale of a mishap at the Shreddies plant that resulted in the accidental creation of the new product. TV spots drove consumers to www.diamondshreddies.com for recipes, a contest to win a real diamond, an interactive game, and the option to vote for ‘diamond’ or ‘square’ Shreddies.

In capturing the CMA Best of the Best Award, ‘Diamond Shreddies’ beat out over 640 other entries, also winning golds in Integrated Multimedia Budget over $1,000,000, Brand Advertising and Creative: Budget over $100,000. Ogilvy also won a silver in Brand Advertising for its ‘Brew Some Good’ campaign for Maxwell House.

Telus was the second winner with two bronzes, two silvers and two golds for its direct mail and B2B campaigns. DDB Canada won the most-awarded agency group with 12 awards in the ad and PR categories for clients such as BC Hydro, Capital One, Clorox, and Subaru Canada. The CMA received more than 640 submissions for the awards and gave out medals in 33 categories over all.

To find out about other winners please go here.