PepsiCo Canada has adopted a repositioning of its Quaker brand to bring its portfolio of grain oat products together under one umbrella. The ‘Go Humans Go’ campaign, the first of its kind in the brand’s 130-year history, targets Canadian women with an interest in wellness, positioning oats as a superfood.

‘In the past we marketed under individual categories, so we felt that a much more powerful and relevant way to go to market in 2009 was to bring that together for all of Quaker,’ says Kathryn Matheson, VP of marketing, Quaker/PepsiCo Canada. ‘It allows us to showcase and highlight a central message, which is the nutrition of Quaker products as well as the power of the oat.’

The campaign also marks the brand’s first foray into digital advertising, with a rich-media page takeover launched on Todaysparent.com and the sponsorship of a mobile application for the Weather Network’s School Forecast.

The move to mobile was a natural choice given the theme, says Matheson. ‘We thought it was a good fit with on-the-go Canadians, Quaker’s target consumer,’ she explains. ‘A lot of parents particularly are using new techniques to get things like weather [forecasts] so that they can plan for their families.’

Print and television creative launched last month. The print campaign launched in the September issues of Canadian Living, Maclean’s, Chatelaine and Canadian Family. The 30-second spot titled ‘Trampoline’ was adapted by PepsiCo AOR BBDO Toronto from a U.S. version.