 |
|
|
|
PepsiCo Canada is taking its Quaker brand to new heights with the launch of its national “Go humans go” integrated marketing campaign.
The new platform is part of a North American master brand repositioning that consolidates Quaker’s whole grain oat product portfolio (Quaker Oats, Quaker Instant Oatmeal, Quaker Granola Bars and Quaker Crispy Minis) under one campaign. Previous to this launch Quaker launched separate campaigns against each unique category.
Kathryn Matheson, Quaker’s vice-president of marketing in Canada, said the repositioning offers “consumers one message that focuses on the nutrition and goodness of the portfolio’s breakfast and snack products.”
The campaign from Goodby, Silverstein and Partners originally launched in the U.S. in March, and made its Canadian debut Aug. 31. The Canadian effort includes TV, print, online, mobile, PR and in-store.
The campaign targets adult Canadians, with a skew towards the female principle grocery shopper and those interested in nutritious products, said Matheson.
The 30-second television spot titled “Trampoline,” shows a girl bouncing high into the clouds with help from a Quaker-branded trampoline in her backyard.
“The whole grain nourishment of Quaker oats helps get you going any time of the day,” says the female voiceover. “The power of Quaker is in everything you make.”
The commercial drives consumers to QuakerOats.ca, to get information on health and wellness related topics as well as recipes.
BBDO handled English and French adaptations.
Two print ads are running in Canadian magazines aimed at parents and boomers this month.
Emphasizing the power of breakfast to moms, the first ad shows a bike ramp branded with the Quaker Reduced Sugar Peaches & Cream Flavour Instant Oatmeal. The second features a woman walking through a Quaker-branded door representing a “doorway to a fuller life”.
The online portion of the campaign, developed by Proximity Canada, includes four interactive elements: standard online ads, a rich media page takeover, search engine Google ad words and sponsorship of a mobile application for the Weather Network’s School Forecast.
In-store materials from OSL are set to launch this Fall. Quaker will continue to support the new campaign through PR efforts, handled by and PraxisPR, said Matheson.
The campaign is set to run indefinitely, with OMD handling the media buy.
