- Quaker Oats launches new ‘Share the Warmth’ campaign and on-pack promotion in partnership with Magic Breakfast and FareShare
- The brand is also partnering with Asda to offer free breakfasts for children this half term
This winter, Quaker Oats is pledging to donate up to 2.5 million warm breakfasts to communities across the UK who need it most. The new campaign, titled ‘Share the Warmth’, builds on Quaker’s long-standing partnership with Magic Breakfast and is bolstered through a new collaboration with FareShare.
The new limited-edition packs will highlight that for every promotional pack sold, Quaker will donate one bowl of porridge to its charity partners Magic Breakfast and FareShare*. The packs will be rolling out across the grocery, convenience, and wholesale channels until March 2023. The campaign will be supported by wider marketing initiatives, including radio, social media and in-store activity.
In addition, Quaker has also joined forces with Asda to offer children a free warm breakfast across the February half term holidays**. Children will be able to get a free bowl of Quaker porridge from 8am to 12pm every day in 205 Asda cafes nationwide, over February half term. Recent research[1] from the charity Magic Breakfast has shown that 81% of schools believe that child hunger has increased in their community in the last year. The partnership is expected to enable over 50,000 bowls of porridge to be served to children across the country.
Divesh Parmar, General Manager, Quaker Oats UK, comments: “As a brand, Quaker Oats is committed to both doing good as well as making you feel good with a range of nutritious breakfast options. Share The Warmth was created to support communities that are facing challenging times this winter. By working in partnership with Magic Breakfast and FareShare, we can play a part in getting a warm, nutritious bowl of porridge to those who need it most. By purchasing one of our promotional packs, shoppers can also get involved and help share the warmth across the UK.”
Quaker has donated millions of bowls of porridge to Magic Breakfast since 2009, providing hungry children with a nutritious breakfast before school lessons – fuelling their concentration and learning, so they can reach their full potential.
Lindsey Macdonald, CEO of Magic Breakfast: “For the past 14 years Quaker has generously supported Magic Breakfast, providing millions of warming bowls of porridge for hungry children and young people at the schools we work with across the UK. We’re delighted to see the Share the Warmth packs on shelves further helping us provide the fuel children and young people need to concentrate on their learning and reach their potential. With costs soaring and the cost-of-living crisis continuing to impact an increasing number of families, the number of children at risk of hunger is only growing. Thank you, Quaker, for continuing to work with us to hopefully one day ensure no child is too hungry to learn.”
Lindsay Boswell, CEO at FareShare said: “We’re incredibly grateful for the support from Quaker and thrilled to be part of their ‘Share the Warmth’ campaign. The breakfast food they have donated will be distributed through our network of 9,500 charities, which support over a million people across the UK. The Quaker promotional packs will make a huge difference towards funding the operational costs of delivering food, which have increased significantly over recent months. The cost of living crisis has had a disproportionate impact on those already struggling to make ends meet with millions being pushed into food insecurity. This generosity is needed now more than ever.”
Quaker’s on-pack promotion will appear across Quaker Oat So Simple Original; Golden Syrup; Apple & Blueberry; and Sultanas, Raisins Sachets 10pk, Quaker Oat So Simple Original and Golden Syrup Family Packs; Quaker Rolled Oats 1kg; Quaker Jumbo Oats until the end of March.
*For each promotional pack sold up to a maximum of 2.5 million packs, Quaker will donate 1 bowl of porridge to either one of Magic Breakfast (up to a maximum of 250,000 bowls) or FareShare (up to a maximum 2,250,000 bowls). Each bowl for Magic Breakfast is equivalent to 1 x 27g serving of Quaker Oat So Simple (RRP of £2.75 per box of 10 sachets) and each bowl donated to Fareshare is equivalent to 1 x 40g serving of Quaker Rolled Oats (RRP of £1.95 per box for 1kg). Magic Breakfast – Registered charity number 1102510 in England & Wales and SC048202 in Scotland. FareShare – Registered charity number 1100051 in England.
** If you have a food allergy or intolerance, please speak to an Asda Café colleague for details. Promotion valid for children aged 16 and under. Each child is entitled to a free Quaker Oat so simple bowl of porridge between 8am to 12pm from 09/02/2023 until 22/02/2023. Maximum of 1 Quaker Oat so simple bowl of porridge per child, per day, subject to availability. No purchase necessary. Promoter: Asda, Great Wilson St, Leeds LS11 5AD.
[1] Research according to Magic Breakfast’s Partner School Survey published at the end of 2022
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