Quaker Oats has partnered with creative agency, AMV BBDO, to launch its latest advertising campaign this January, which is all about inspiring the nation to get imaginative with their porridge toppings and flavour combinations. The ‘Go Forridge’ campaign, which airs on TV from 6th January, sees breakfast eaters exploring the taste possibilities that lay just a few feet away in their own cupboards, fridges and freezers!
Although Quaker is the second largest brand within the cereals category, 55% of those looking for breakfast simply don’t think about porridge. The campaign aims to convert those that don’t normally think of porridge as their go-to for breakfast as a viable option that is both versatile and tasty.
Elizabeth Ashdown, UK Senior Marketing Manager for Quaker, comments: “Our new Go Forridge campaign was born out of the insight that consumers want to be healthy, but they don’t want to compromise on taste or spend ages creating the perfect breakfast. They want shortcuts to better choices and a delicious healthy breakfast to be more effortless.
“This campaign marks a shift in creative direction for the brand, which is centred much more on emotion. It injects some personality into breakfast time with moments of observational humour that we can all relate to in our own kitchens.”
Brenda Frixa, Managing Partner at AMV BBDO, comments: “Quaker have moved their brand on significantly with their new ‘Go Forridge’ campaign, from predictable category advertising to something that feels exciting and different. This work will inspire a new generation of porridge eaters to have a go a creating their own delicious toppings.
In addition to the new TV creative, the campaign will be live across social and digital media. The brand will also be launching an on-pack promotion, exclusive to sachets, that gives shoppers the opportunity to win an Amazon Echo Show 5, every day.
Source: AMV BBDO