Quaker wrapped up its “Humble Runner” campaign last weekend, bringing a physical presence for the brand to the Toronto Half Marathon.

The company enlisted a local Toronto teacher, Kevin Doe, to participate in a half marathon during the marathon event held on May 5. The idea was to have Doe finish the race, while helping as many people as possible to cross the finish line. Doe shared words of encouragement and cheered on struggling runners close to the finish line.

The race followed seven weeks of physical training, fueled by Quaker Protein products, which was all captured in videos posted online. The endeavour is designed to fit alongside the Pepsico brand’s “You’ve Got This” brand platform, which launched earlier this year with the messaging of celebrating everyday heroes.

“We wanted to develop a campaign that honoured this platform, shining a spotlight on those we like to call the ‘humble heroes’ of our lives,” PepsiCo Foods Canada senior director of marketing Logan Chambers tells strategy.

Chambers says the brand was inspired by how marathons have evolved from an event only for the ultra-athletic, into community activities that anyone can participate in. He adds that this fit well with the everyday heroes idea behind the brand’s “You’ve Got This” platform. The strategy was also inspired by how life generally can feel like a marathon for many, as people work longer hours and overload their weekends, he says.

Edelman Toronto led PR on the campaign. The campaign included a five-part OLV series for Quaker Canada’s TikTok and Instagram pages, as well as earned media and a digital contest on Strava.

@quakercanada They say you can do anything you set your mind to. Half marathon: check! ✅‍♀️ #QuakerYouveGotThis ♬ 初光 (golden hour 中文版) (唯美钢琴) – 刘宪华/JVKE