Tapping into the demand for breakfast convenience
PORRIDGE oats brand Quaker is set to appeal to consumers’ breakfast demands with its new marketing campaign.
Quaker’s ‘Deliciously Ugly’ campaign aims to appeal to shoppers who are looking for tasty and convenient breakfast options with its champion product Quaker’s Oat So Simple sachets.
As part of this, the porridge sachet range will receive new promotional packs that will offer consumers the chance to win a family day pass to a participating National Trust or National Trust for Scotland location.
Tying in with the amount of time it takes to make a bowl of Quaker Oat So Simple porridge, the promotion will see consumers win every two minutes between 7-9am, with 2,520 passes up for grabs.
This could include passes for locations such as Bannockburn Visitor Centre and Battle Experience, The Glencoe National Nature Reserve or Culzean Castle & Country Park.
What’s more, all entrants who do not receive a day pass will still win a discount code for 25% off standard admission tickets for up to five people. Additionally, the wrap up draw will also see 10 shoppers win a £50 cash prize.
Promotional packs will run across Quaker Oat So Simple Original, Golden Syrup, Apple & Blueberry, Raisin Cranberry Apple, Caramelised Biscuit and Chocolate sachet variants.
The new campaign will span across out-of-home advertising, print, radio, social and digital platforms until 24 March, with the National Trust partnership concluding on 11 March.
Divesh Parmar, Quaker general manager at PepsiCo, said: “We have seen shopeprs seeking healthier breakfast options for some time now. However, we also know that they aren’t willing to compromise on convenience or taste to achieve this – particularly with taste being the primary driver of brand choice within breakfast cereals.
“Oats are already perceived as a nutritious breakfast option and our ‘Deliciously Ugly’ campaign emphasises the great taste and convenience of our Quaker Oat So Simple sachets, even though they can look a little ugly!
“We want to ensure Quaker remains front of mind for shoppers when stocking up for their breakfast. Alongside this, we want to further drive purchase, whilst supporting retailers in connecting with their shoppers through our latest National Trust on-pack promotion.
“With prizes for everyone, retailers can offer their shoppers the chance to win real experiences whilst boosting basket spend. Ultimately, this campaign reinforces that while oats may not be the most beautiful breakfast, they are tasty, healthy, convenient and fun.”
