Quaker Oats is hyping its roots in stores across Canada.
As part of its hometown-celebrating “Quakerborough” campaign, point of sale materials hero Quaker Baking Mixes, Instant Oatmeal, Standard Oats and Cereal with its “nourish glowing hearts” call out clearly referencing the national anthem.
“With our in-store displays, we wanted to engage consumers across the country and demonstrate how immensely proud we feel to make many of their favourite snack and breakfast foods here in Canada,” says Logan Chambers, senior director of marketing at PepsiCo Canada. “Our nod to the Canadian anthem in the tagline paired with the most recognizable Canadian symbol, the maple leaf, allowed us to do just that.”
Being made in Canada – more specifically, in Peterborough – is key for the brand, and “Canadians have told us that’s important,” Chambers says.
“From an in-store perspective, our goal was to create an impactful Quaker destination for the shopper, where they can learn that many Quaker products are proudly made in Canada, easily navigate our range of products, and redeem the rich bundle savings offer.”
Chambers says it armed its sales force with point-of-sale tools that allowed for scalability, depending on the customer.
Those tools include high-impact headers and fascia banners, as well as a range of more versatile headers, shelf talkers, side panels and offer tools in the form of coupon pads, Chambers explains. “We also ran an online, Walmart-specific program that included onsite and offsite digital banners and a brand page takeover, all matching the look and feel of the in-store assets.”
The “Quakerborough” program is a fully integrated campaign supported by in-store displays, earned media relations, paid media buys and paid influencer partnerships and a branded welcome wagon.
This was a national program that included key retailers across Canada, including Walmart, Sobeys and Metro.
The shopper campaign runs through August, and is being handled by Mark IV. Citizen Relations did the PR and OMD is the CPG’s longstanding media partner.
