Quaker oats launches new campaign to support brand refresh

Quaker, the popular breakfast range and the UK’s bestselling porridge brand[1], is launching its new campaign to restage the brand by communicating the simple power of the oat. Quaker is launching an integrated campaign featuring a  trio of stories focusing on the brand’s key health pillars, airing from Monday 8th October. Quaker’s brand refresh launched in August and hit the shelves with a new look and its best ever recipe, which saw over 175,000 kilograms of sugar removed from the total Quaker portfolio. 

The campaign launches a new brand strapline, ‘I owe it to Oats’ and brings to life the key benefits of oats:

  • Gut Health: Fibre helps keep a healthy digestion
  • Heart Health: Lowers cholesterol to help heart health
  • Kickstart to the day: 100% wholegrain and kickstarts any day

The adverts show three different personal stories of everyday people going about their everyday lives, saying ‘I owe it to Oats’. The heavy weight marketing campaign features TV, digital,  PR, and instore executions to engage with shoppers. The digital activity will involve online and social video content which is tailored to different audiences, based on their attitudes to health and wellbeing, to maximise the relevance.

Steph Okell, Quaker Senior Marketing Manager at PepsiCo, comments: “Our research has shown that for a third of households who don’t buy oats, the barrier to purchase is simply that they don’t know anything about them. Our new campaign champions the simple goodness of oats and drives awareness of the health benefits for consumers, giving shoppers clear reasons to buy Quaker oats and ultimately driving sales for retailers as we enter the colder months.”

[1] Nielsen, Total Coverage, 52W ending January 2018