Quaker to focus marketing efforts on whole grain oats
March 09, 2009
by Eric Schroeder
CHICAGO — The Quaker Oats Co., a division of PepsiCo, Inc., said it plans to focus more of its marketing efforts on its portfolio of whole grain oat products. In doing so, the company for the first time in its 130-year history will aim to communicate with one voice the whole grain benefits of all its products versus marketing individual product categories.
"This repositioning helps us elevate and communicate the power of this surprising super grain — the oat — to meet the needs of the growing number of health conscious consumers," said Mark Schiller, president of Quaker Oats. "We feel that Quaker has a great opportunity as a market leader in health and wellness to leverage our product portfolio under one powerful platform."
As part of the effort, Quaker said it will debut a new marketing and advertising campaign with the theme "Go humans go." According to Quaker, the campaign reinforces that the whole grain oat is a key ingredient "that helps power the bodies and minds of humans and inspires people to do their best." Television advertisements will begin March 16, with print ads set to begin in April.
Quaker oats are found in Quaker Old Fashioned Oats, Quaker Quick Oats, Quaker Instant Oatmeal, Quaker Oatmeal Squares, Quaker Life Cereal, and Quaker Chewy granola bars.
"The ‘Go humans go’ platform is more than a marketing change for Quaker as it marks the first time we’ll leverage the cohesive portfolio of breakfast and snack products under one brand," said Annie Young-Scrivner, chief marketing officer for Quaker Oats. "The campaign experience is truly being launched in surround sound by leveraging television, print, digital, out-of-home, public relations and social media engagement. We want to share in our consumers every day experiences and become a part of their daily lives."
In addition to the "Go humans go" campaign, Quaker kicked off the Quaker Go Project in New York City’s Times Square on March 9. The project is a new social purpose movement to help fight childhood hunger. In partnership with American families, Quaker will donate up to 1 million servings of products made with whole grain oats to Share Our Strength, the an organization working to end childhood hunger in America. Each time a consumer enters a specially marked code from any package of Quaker Oats, Quaker Instant Oatmeal, Quaker Oatmeal Squares, Quaker Life cereal or Quaker Chewy granola bars at www.quakeroats.com/gohumansgo through Dec. 31 Quaker will donate 10 servings of products made with whole grain oats to families in need, up to 1 million servings.