Quaker Canada is continuing to celebrate its longstanding presence in its home base of Peterborough, Ont. by looking at how it has a positive impact in the town’s community.

Last year, the first “Quakerborough” campaign emphasized the brand’s Canadian roots by focusing 120 years of manufacturing at its plant in Peterborough. It included a Quakerborough Collection of apparel, inspired by its plant workers.

“Last year we dug into the emotional side [of being made in Canada],” says Logan Chambers, senior director of marketing at PepsiCo Canada. “We had tremendous response…and tonnes of internal pride.”

A hero spot for this year’s campaign features both plant workers and newcomers to the city, including a literal welcome wagon driving around the city, showing the spirit in the broader community and neighbours helping one another.

As last year’s campaign evolved, Chambers says it moved beyond what’s happening in the plant and show the impact Quaker has in the broader community.

In the first iteration of the campaign, proceeds from its apparel sales went to Food Banks Canada. This time around, the CPG is partnering with the New Canadians Centre, a not-for-profit that helps immigrants integrate into the region, and some of whom appear in the spot.

The campaign is coming to conventional TV, digital vido, PR, live activations, earned media and in-store components running until mid July.

In its latest quarterly earnings, PepsiCo noted a big boost in its Quaker North America business, something Chambers attributes to the high level of brand trust, particularly in Canada.

“Quaker as a brand has been around since 1877,” he says. “We’ve really focused on showing the values of trust, quality and good nutrition, those are timeless and we are trying to show up in more timely ways with the kind of work we are doing.”

For the year, the “Quakerborough” campaign comprises one quarter of the brand’s media investment, part of a narrative it will be telling as part of its back to school positioning as well.

“It’s a big program for us,” Chambers says

Citizen Relations handled creative and will provide PR support. OMD handled media, while Mark IV did in-store.