Quaker is the nation’s favourite porridge oats, but with growing private label and brand competition and little-known product differentiation, the brand needed to educate lapsed post-family shoppers on their superiority to protect its market position.
Shoppers were aware of the convenience of the sachet format but had the misconception that the product quality and purity was compromised. We needed to remind shoppers that not all oats are created equally and that Quaker Oats are not just the most delicious, but also perfectly portioned for all audience needs, re-establishing our superiority in the category.
Launching alongside the paid-media campaign ‘NOT ALL OATS ARE QUAKER OATS’, our shopper creative signposted the benefit of Quaker Oats and the sachet format for our core audiences, underpinning relevant Not All Oats claims as reasons for the audience to believe.
We leveraged the well-known phrase ‘RISE & SHINE’ to place Quaker at the heart of the morning routine as the enabler of both superior enjoyment and starting the day off positively. We created a truly ownable look and feel and shopper toolkit to drive saliency, crave appeal and superiority in the category.