Quaker is betting that people who like Glee like mornings too, and is asking them to share their morning fun in a new campaign to promote its strawberry and vanilla-flavoured instant oatmeal.

In partnership with Canwest, the PepsiCo Canada brand’s ‘Gleeful Morning’ contest asks entrants to post photos or videos of themselves and their families celebrating the breakfast hour for the chance to win a trip to the Glee set in LA. Once their gleefulness has been recorded, consumers are driven to Gleefulmornings.com to upload their masterpieces.

OMD did the media buy on ‘Gleeful Morning,’ BBDO handled creative, and Proximity worked on the digital elements of the campaign. All are based in Toronto.

The connection to Glee is an ideal brand extension for Quaker, says Kathryn Matheson, VP, marketing, Quaker.

‘Glee made a natural partner for the fun and wholesome approach we’re taking with Quaker strawberry and vanilla instant oatmeal,’ Matheson says.

Quaker launched the ad campaign with a 15-second spot during the season premiere of Survivor last week and will continue to advertise during Glee on Global through the fall, and on Canwest specialty channels, including the Food Network, TVTropolis, HGTV and Slice.

There are also ads and recipe sponsorships on the Food Network’s Cooking with Kids site. Ads will also be running across the rest of the Canada.com network with a link to a coupon for the new Strawberry and Vanilla Instant Oatmeal.

The campaign is targeted at all mothers with children at home and will run until mid-November, with the contest accepting submissions until Nov. 3.