• by Aaron Baar , August 24, 2010

Quaker is looking to make breakfast amazing again.

Beginning Sept. 1, the PepsiCo division will launch a new marketing campaign featuring Bob Harper, one of the coaches from "The Biggest Loser," to get Americans to rethink breakfast. The print, online, television and social media campaign, created by Toronto-based advertising agency Juniper Park, will ask Americans to think about the question, "Does your breakfast make you amazing?"

Harper will contribute to Quaker's initiatives via Facebook updates, traditional publicity appearances and motivational outreach to consumers.

"With Bob's ability to motivate and encourage positive change in people, we have an ambassador who will connect with Americans to help reset their daily morning routines in a more positive way," said Kirsten Lynch, Quaker's chief marketing officer, in a statement. "The power of social media and communities such as Facebook will connect us to millions of people who can be motivated by Quaker and Bob to see real results in their lives."

In addition, Quaker is adding two new products to its breakfast offerings. One -- Quaker Mix-Up Creations Instant Oatmeal -- is a kid-focused product that allows kids to mix oatmeal flavors into unique combinations. The second, Hearty Medleys Instate Multigrain Hot Cereal, is an adult-focused blend of four whole grains -- oats, wheat, barley and rye.