“This repositioning helps us elevate and communicate the power of this surprising super grain – the oat—to meet the needs of the growing number of health-conscious consumers,” said Mark Schiller, president of Quaker Oats. “We feel that Quaker has a great opportunity as a market leader in health and wellness to leverage our product portfolio under one powerful platform.”
The theme of the campaign is ‘Go humans go’, and celebrates the whole grain oat as a ‘super grain’, reinforcing the idea that the whole grain oat is a key Quaker ingredient that helps power the bodies and minds of humans and inspires people to be their best.
“The ‘Go humans go’ platform is more than a marketing change for Quaker, as it marks the first time we’ll leverage the cohesive portfolio of breakfast and snack products under one brand,” said Annie Young-Scrivner, chief marketing officer for Quaker Oats. “The campaign experience is truly being launched in surround sound by leveraging television, print, digital, out-of-home, public relations and social media engagement. We want to share in our consumers’ everyday experiences and become a part of their daily lives.”
Quaker partnered with Omnicom’s Goodby Silverstein & Partners to produce the ‘Go humans go’ campaign, which includes an out-of-home teaser campaign in nine top national markets, including New York, Chicago, Los Angeles and Washington DC.
OMD is supporting the launch as Quaker’s media buying firm, and Edelman serves as the company’s lead public relations agency.
Source: PepsiCo
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