In 2015, Quaker Canada embarked on a journey to become a trusted brand among young families. Challenged with low relevance among consumers under age 45, the brand launched a campaign designed to appeal to young families. The idea was brought forward in the mass campaign to drive relevance.
Each day is a new opportunity to do more of the good things that matter, but the pace of modern life sometimes gets in the way. Quaker's positive nutrition helps you act on the goodness within, to start doing more of what matters today.
The bulls-eye target educated 35 to 44 working moms in a mid to high-income household. She leads an active and busy lifestyle. She is disciplined and purposeful in what she does, she writes a shopping list, exercises, and makes sure her kids are active. She works hard in her career and finds time for healthy snacks during the day.
Working with agency Studio M, the brand developed a 360-activation plan to support the 2015 Quaker masterbrand campaign and bring "Goodness Starts Today" to life outside of television. The idea was to contemporize the Quaker brand while leveraging digital, social and PR.
Quaker Canada wanted to encourage Canadians to do more of what matters to themselves and their families. Through a casting process, the team put forward a question to real families: "What would you do if you got the chance to do something you'v ealways wanted to do, but you had to start today?" The question was answered in a poignant online film that tells the true story of a young girl who loves to dance, and her loving Dad.
When Quaker gives them the chance to do something truly amazing together, they rise to the challenge, and give Mom the surprise of a lifetime along the way. The content was used to ignite a conversation on social, with Facebook as the primary driver of that conversation. The content was further augmented with paid media support on YouTube and Facebook, and a PR push, including offering The Globe & Mail exclusive "behind the scenes" access to the filming of this emotional story. The result was a feature article on the front page of the Report on Business section on launch day.