The Quaker Oats Company has named Juniper Park its agency of record, further embedding the Toronto agency with PepsiCo’s brands.
“We’re excited to expand our relationship with Juniper Park to now include our entire Quaker foods and snacks portfolio,” said Kirsten Lynch, Quaker’s chief marketing officer, in a statement issued Friday. “Quaker is the jewel in the PepsiCo family of good-for-you food brands. Juniper Park has been, and will continue to be, a strong partner as we build Quaker into a pre-eminent health and wellness brand. They bring strong strategic skills, a deep understanding of our consumer, and a track record of outstanding creative for PepsiCo.”
Juniper has worked on Quaker brands since last year, when it won marketing duties on its rice snack products and Rice-a-Roni.
Friday’s announcement moves Quaker’s full account from Goodby Silverstein & Partners to Juniper, another Omnicom Group-owned agency. Juniper now manages all its oatmeal brands, Chewy granola bars, as well as the Life, Quaker Oatmeal Squares and Cap’N Crunch breakfast cereals.
“We are looking at our 2010 business. The alignment to Juniper Park was really consolidation of all our brands under one umbrella agency,” said Quaker spokesperson Hilary Crnkovich.
When Omnicom opened Juniper Park in 2007, FritoLay (another PepsiCo division) was a founding client. The agency has focused primarily on the company’s Lays, Smartfood, Sun Chips and Miss Vickie’s brands in the U.S., working with Ganon Jones, vice-president, marketing at Frito Lay North America.
Ad Age reports Quaker’s media spend as US$110 million, based on statistics form TNS Media Intelligence.