Juniper Park unveils Quaker campaign

Toronto-based agency Juniper Park has unveiled its first work for the Quaker Oats Company since being named the brand’s agency of record last fall. The U.S. campaign revolves around the theme of “Amazing Mornings.” The first spot features glimpses into various morning moments that offer a start to the day’s potential–a boiling kettle, the sun […]

Toronto-based agency Juniper Park has unveiled its first work for the Quaker Oats Company since being named the brand’s agency of record last fall.

The U.S. campaign revolves around the theme of “Amazing Mornings.” The first spot features glimpses into various morning moments that offer a start to the day’s potential–a boiling kettle, the sun peeking around a building, a jogger stretching before a run.

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The voiceover, by actor Richard Jenkins, says, “Wake up America, it’s morning” and ends by asking “Does your breakfast make you amazing?”

Creative director Terry Drummond said the campaign was based on the insight that while most Americans know breakfast is the most important meal of the day, less than half actually eat it.

“Once we had that nugget, our job was to not only inform them about some of the products Quaker was introducing, but also remind people and inspire them to eat this important meal,” said Drummond. “We really want Quaker to have the voice of a coach and not someone who’s telling you you’re doing something wrong. It’s about inspiring you to do something you already know is right.”

Quaker, a division of PepsiCo, moved its business to Juniper Park last October after a year with Goodby, Silverstein & Partners. (Juniper works on several brands within PepsiCo, including Lays and Sun Chips under its Frito-Lay division.) The San Francisco-based GS&P created a campaign under the tag line “Go Humans Go” with the idea that oatmeal is, in the words of then-CMO Annie Young-Scrivner (now at Starbucks), “a super grain that powers your day and helps you do amazing things.”

Current CMO Kirsten Lynch recently told Advertising Age, “The ‘Amazing Mornings’ campaign builds upon our previous work, and we feel that it is a natural evolution from a narrow focus on the power of the oat to a broader more holistic imperative to make health and wellness accessible for everyone.”

Part of that broader approach, as well as the coaching aspect that Drummond spoke of, is the involvement of Bob Harper, co-host of NBC’s The Biggest Loser. Harper will be featured in various aspect of the campaign, most notably in social media and on Facebook, engaging with Quaker consumers to, according to Lynch, “help reset their daily morning routines in a more positive way.”

Getting more people to eat breakfast is a formidable challenge, as is Juniper Park’s task of boosting Quaker in the marketplace. AdAge reported U.S. sales of Quaker’s hot cereals and oatmeal fell 8% to $510 million in 2009 and year-to-date sales are down 6% to $293 million.

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