Off the back of its successful ‘The Fire Inside’ campaign last year, Quaker is securing its place as the breakfast brand to fuel you in life, with their latest ‘Heat it to Release It’ campaign. Centred around flavour, the new campaign encourages consumers to choose Quaker sachets and pots as the go-to option for hot breakfasts, as research suggests that heat increases how we enjoy flavour, which can elevate the taste and enjoyment of foods[1].
Quaker’s new campaign will come just in time for the colder months and temperatures dropping, reminding consumers that a hot breakfast is full of flavour and far more satisfying, setting you up for the day ahead. The campaign will not only help the brand to continue performing in the Cereals category well, but also attract new customers who want to convert to a hot breakfast option.
The media campaign will be appearing across TV, VOD, OOH, YouTube and social media and will showcase Quaker’s full flavour line-up of hero products across sachets and pots. The brand will also be turning up the heat in store with eye-catching display units, showing consumers the range of flavours Quaker has to offer.
Claire Molyneux, Quaker Oats Senior Marketing Manager commented: “Consumers are increasingly looking for tasty breakfasts that also deliver on their need for healthier options. At Quaker, we are committed to delivering this and our new ‘Heat it to Release it’ campaign will remind consumers and customers that a hot bowl of Quaker Oats will offer a tasty and healthier start to the day. Following the success of the award-winning Fire Inside TV campaign, Quaker’s Heat it to Release it campaign will be sure to boost perceptions of hot breakfasts within the wider cereals market.”
The campaign will reinforce Quaker’s role in providing consumers with healthier choices that don’t forgo taste by showcasing a selection of its portfolio. Health is the number one need at breakfast[2], and 46% of consumers choose a hot breakfast due to perceiving it as the healthiest option[3]. Quaker will be launching the campaign on 3rd October and it will showcase the Quaker Oat So Simple and Simply No Added Sugar sachets, alongside Heavenly Oats pots that are available across grocery and impulse channels.
[1]Influence of temperature on taste perception – https://www.researchgate.net/publication/6620550_Influence_of_temperature_on_taste_perception
[2] PepsiCo proprietary study via Kantar, covering (12,000) total breakfast occasions from (Dec 20- Jan21)
[3] Kantar: Usage Panel, Total In home/ Carried Out ,52 W/e 15th May 2022
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