Quaker Oats has set up shop with an Oat Café to hit home the fact we're coming into ‘Porridge Season’.
The campaign will remind consumers that the optimal window for porridge consumption (supposedly) lasts during the gloomy British winter, when the clocks go back between 30 October and 26 March.
The café, housed in East London at The Old Truman Brewery between Friday 28 – 30 October, will serve dishes as they are dictated by Instagram, with likes on recipes serving as votes.
They will rotate every half an hour in accordance with the popularity of each dish.
To drive sales, the company has also released 12 unique recipes, including sweet, savoury, dairy and gluten-free options.