Quaker is launching a new campaign to restage the brand by communicating the simple power of the oat.
The campaign launches a new brand strapline, ‘I owe it to Oats’, and highlights the key benefits of oats.
The 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, commented: “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.”