Quaker Oats: Demonstrating the power of the Oat

Quaker Oats, the breakfast food brand, reinvigorated its brand to make oats the breakfast of choice for people in the UK.

Executive Summary

Quaker Oats, AMV BBDO and OMD worked with YouTube to reinvigorate the brand and make oats the breakfast of choice for people, wherever they were on their health journey. In an increasingly competitive landscape, people had forgotten about all the benefits of the simple oat. But YouTube helped us to understand and utilise the power of mass customisation, to target different people with messages relevant to their health and wellness needs. In adopting this narrowcast approach, we saw an uplift of 122% in brand interest, as well as an increase in product interest, purchase intent and consideration.

Case...

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