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Quaker Oats is urging the nation to kickstart the new year with purpose and positivity, as part of a multi-channel campaign: Have 2021 For Breakfast.

The activity will feature an on-pack promotion, with thousands of prizes available to be won, including home experiences, staycations and outdoor activities.

“The prizes have been carefully selected with the intention of empowering shoppers to embrace new experiences, create new memories with loved ones or enhance a new-found skill – all with the help of Quaker Oats,” explained Danielle Mendham, senior brand manager at Quaker Oats.

“2021 is set to be a new chapter for many – it signifies a fresh start. UK consumers have spent the last year re-evaluating exactly what is important to them in life – and Quaker can provide the proper breakfast they need to set them up for a new day and a new year.

“We recognise that people seek enjoyment from a number of different activities, so we’ll be rolling out four promotional pack designs to showcase the breath of experiences available to be won. We want to excite and inspire shoppers by showing them that there’s a prize up for grabs that’s just for them, whether that’s a yoga mindfulness class, a luxury glamping getaway, a cookery course, outdoor sports adventure or a garden makeover – to name a few.”

Have 2021 For Breakfast will be supported by a through-the-line campaign and a multi-channel approach that will ensure it is unmissable with the brand’s target pre-family and post-family shoppers.

“We’ll be supporting the on-pack promotion with in-store media, social, VoD and influencer activity, providing that positive nudge of inspiration to show consumers just how much they can achieve when they start their day with Quaker,” Mendham said.

“We’ll also be returning to the nation’s TV screens with our popular Go Forridge ad creative which centres on the versatility of Quaker Oats. It remains very relevant for our shoppers, with a third of shoppers spending more time creating their breakfasts during 2020, adding additional ingredients to their oats and getting quite creative.”