Uncommon cooks up ‘The Fire Inside’ campaign to modernize Quaker Oats
Quaker Oats has released a new creative campaign, ‘The Fire Inside’, seeking to establish the porridge giant as the breakfast brand of choice.
Created by Uncommon, the spot shows a protagonist fueling his day as a teacher and fitness enthusiast with a bowl of piping hot Quaker Oats. The spot was directed by Ed Morris and produced by Riff Raff.
The campaign will run across TV, digital, social and include in-store activations.
Claire Molyneux, senior marketing manager at PepsiCo, said: “We have big ambitions for Quaker, and ‘The Fire Inside’ campaign epitomizes our brand purpose. To re-discover the unique role that Quaker plays in consumers’ lives, we went back to our 1909 brand manifesto. Quaker Oats were made not only to offer a bowl of goodness and warmth, but to act as a fuel for life.
“With what we have seen over the past few months, we know this message is more relevant than ever before. The Fire Inside campaign will help us to deliver this iconic message, but in a fresh and modern way. We are confident the activity will stand out in the cereals category, providing cut-through for retailers and ensuring Quaker is the breakfast of choice this winter.“
The campaign also comes with a pledge from Quaker to continue its 10-year relationship with Magic Breakfast, a food poverty charity that provides breakfast to schoolchildren.
To drive awareness of food poverty, Quaker Oats will be releasing limited-edition Quaker Oat So Simple and Quaker Traditional Oat packs with the porridge removed – and pledging one pupil’s breakfast for every special pack sold.
“It’s unbelievable that in 2021, children in the UK are unable to access a healthy breakfast,“ said Molyneux. “We are proud that The Fire Inside campaign is stepping up our partnership with Magic Breakfast, helping to drive further awareness of child food poverty in this country.”