This winter will see Quaker Oats launch an exciting new, purpose-led campaign. The Fire Inside will see Quaker secure its place as the breakfast brand to fuel you in life, and is supported by a multi-million-pound activation including TV, digital and social media. The campaign will also see Quaker build on over ten years support for Magic Breakfast in their goal to end child food poverty. Filling an extra 500,000 bowls of porridge this winter, the activity will also drive awareness of the issue by showing empty bowls on limited edition packs.

The Fire Inside activation marks the start of new direction for Quaker, with brand purpose at the heart of upcoming activity. Keen to show how wholesome nutrition can feed more than just consumers’ bellies, new campaigns will focus on Quaker Oats’ ability to fuel the soul, igniting the fire every one of us has inside. This will be led by the brand-new Fire Inside TV campaign, ensuring the UK’s leading porridge brand[1] is unmissable throughout October and November.

The campaign will also continue Quaker’s long-standing relationship with Magic Breakfast. Partners since 2009, the scheme gives children a nutritious breakfast at school to fuel their concentration and learning[2]. With 2.5 million children currently at risk of hunger in the UK[3], The Fire Inside activity will introduce limited-edition packs, removing the porridge from packs to drive awareness. Tying in with World Food Day on 16th October, they pledge one child’s bowl filled for every pack sold. This will see an additional 500,000 breakfasts provided over the winter months, on top of the nearly 3 million bowls of porridge Quaker will supply across the full 21/22 school year*.

Claire Molyneux, Senior Marketing Manager at PepsiCo comments: “We have big ambitions for Quaker, and the Fire Inside campaign epitomises our brand purpose. To re-discover the unique role that Quaker plays in consumers’ lives, we went back to our 1909 brand manifesto. Quaker Oats were made not only to offer the best in wholesome nutrition, but to act as a fuel for life. With what we have seen over the past few months, we know this message is more relevant than ever before. The Fire Inside campaign will help us to deliver this iconic message, but in a fresh and modern way. We are confident the activity will stand out in the cereals category, providing cut through for retailers and ensuring Quaker is the breakfast of choice this winter.

“It’s unbelievable that in 2021, children in the UK are unable to access a healthy breakfast. We are proud that The Fire Inside campaign is stepping up our partnership with Magic Breakfast, helping to drive further awareness of child food poverty in this country. We know that an empty bowl is too often a reality at the start of the day, so this new activation will help us to deliver 500,000 more breakfasts to children that need it this winter, and we’re proud to continue our support.”

The new campaign will go live from 4th October across TV, digital, social and in-store. The Magic Breakfast pledge will appear across Quaker Oat So Simple and Quaker Traditional Oat packs for the whole of October to tie up with World Food Day on 16th October. The activation will also see the introduction of a new identity across OOH, social and in-store.

[1] Nielsen Scantrack, Total Coverage, Value Sales, MAT to 14.08.21

[2] Magic Breakfast partner school survey 2019

[3] The Food Foundation: A Year of Children’s Food 2021

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