CASSIES Bronze: Quaker Oatmeal makes breakfast amazing

Juniper Park’s campaign for the PepsiCo Foods brand gives consumers a wake-up call and doubles sales objectives.
Quaker

BRONZE: Events, Seasonal and Short-Term

Situation Analysis: For 135 years, Quaker, the leader in hot cereal, has helped Canadians start their day with nutritious oatmeal. However, oatmeal was seen as boring, and Quaker was competing against Kellogg’s and General Mills, which outspent them 10 to one. So could Quaker Oatmeal become “hot” again?

Strategy & Insight: Most people still believe that breakfast is the most important meal of the day, but there’s a dichotomy between this and what they actually do. The pressure to get ourselves and our families out the door is just too great. There’s no doubt that Quaker Oatmeal is a nutritionally sound way to start the day, but telling consumers this would not be enough to change behaviour. Instead, the answer would be a massive wake-up call, asking Canadians, “Does Your Breakfast Make You Amazing?”

Execution: Gone was the sleepy tone the brand had slipped into. An anthemic 60-second TV spot launched the question in January 2011, while a 30-second spot delivered the “every day” message. Separately, Quaker unveiled a “Build a Bowl” program on Facebook, with the goal of delivering two millions bowls of Quaker Oatmeal to families in need.

Results: Across January-March 2011 Quaker Oatmeal grew 18% VYA – more than double the objective – with share following suit. Quaker also took the number one spot for “Manufacturer I trust,” ahead of Kellogg’s, Nature Valley and Kashi.

Cause & Effect: Tracking showed above norm scores on key measures, and there were no other factors in the market to cause the results.

Credits:

PepsiCo Foods Canada
director of marketing, Quaker Snacks: Nancy Rooney; VP marketing, Pepsico Foods: Kathryn Matheson; marketing manager, Pepsico Foods: Michelle Crowly

Juniper Park
partner, president: Jill Nykoliation; partners, ECDs: Alan Madill, Terry Drummond, Barry Quinn; group account director: Caroline Hart; account director: Jessica Lax; copywriters: Neil Gunner, Alexis Gropper; designer: Yuko Brown; AD: Johnnie Ingram

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