Brand owner: PepsiCo
Lead agency: BBDO Guerrero
Contributing agencies: Mindshare, Bridges PR
Industries: Breakfast cereals
Media channels: Content marketing, Merchandise & free gifts, Outdoor, out-of-home, Public relations, Radio & audio, Social media, Word of mouth, influencers
Budget: Up to 500k
Quaker is a well-established brand in the hot cereal category. However, category penetration has remained flat in recent years, due to lack of relevance among millennials. To them, Quaker was nothing but a bland oatmeal, usually for the old or the sick.
In 2017, a much more fundamental issue was uncovered: millennials just didn't have time for a proper breakfast – Quaker's biggest consumption occasion.