Shreddies

To promote their charitable effort, Shreddies advertised empty bowls on Astral’s transit shelters in Toronto. The 3 special executions comprised of an empty bowl with a spoon and placemat on a table setting. Consumers were asked to take photos of the empty bowls and post them to Facebook or Instagram with the hashtag #ShreddiesFillTheBowl. For every picture posted online, Shreddies donated an equivalent of 10 bowls of cereal to charities across Canada, thereby providing breakfast to children all across the country.