Cereal brand Quaker Oat So Simple is thanking people who “make more of their morning” in a new through the line campaign that will run across TV, Facebook, YouTube as well as through local print and radio partnerships.
The Quaker team is also visiting its morning “heroes” to thank them in person and will be travelling the country in a Quaker Fleet of vehicles, stopping in major cities, including Southampton, Guildford, London, Sheffield, Liverpool, Manchester, Leeds, Middlesborough, Newcastle and Edinburgh. It will use local radio stations to find these special people in communities who really demonstrate the brand’s ‘make more of your morning’ attitude - and at the end of each week a special thank you will be given to one person from the community.
The TV ads showcase two real life thank-yous provided to two people who make a difference: Irfan Malik, the boxing coach who encourages the kids in Hounslow to take up boxing and get off the streets, and Martin Ball, the Director of Valley Community Theatre in Liverpool which aims to get kids from less privileged backgrounds to gain some confidence in themselves.
The supporting press activity in the areas which the Quaker team will travel through will encourage people to tell us about someone they know who makes more of their morning. Quaker will be activating their audience online through Facebook, where thank-yous can be sent to those who make a real difference - and there is a chance that they will be the next to receive a surprise visit from the Quaker team.
This campaign is a completely different approach for Quaker, as the focus is very much on the brand belief and encouraging behaviour change, rather than simply focusing on their product benefits.