After a successful lanch last year, Quaker Oats’s global, multichannel “Oatober” campaign is back.
The month-long push seeks to educate consumers about the health benefits of oatmeal — including heart health, energy and digestion — in an approachable, engaging way.
"In the ever-changing conversation of what makes a nutritious and well-balanced diet, oats are a consistent nutrition powerhouse providing a reliable source of nourishment with significant health benefits," said Lisa Mann, president, Global Nutrition Group, PepsiCo. "We hope to encourage more nutritious breakfasts around the globe by putting a spotlight on the natural nutritional powers of oats for 31 consecutive days in the month of Oatober."
Like last year, the campaign’s mix includes significant stress on digital advertising and social media, but also encompasses events, traditional media and point-of-purchase marketing.
In the U.S., the elements include 31 oat-based recipes for each day of the month, which are being promoted in more than 4,000 stores, on a dedicated Oatober Tumblr page and through #Oatober across social.
The first TV ad (below), from R/GA, explains how the soluble beta glucan fiber in oats can help reduce bad cholesterol levels. This ad, along with other new ones yet to be released, will run through this year and into first-quarter 2018, reports Jessica Spaulding, senior marketing director, Quaker Foods North America.
In other countries, Quaker is working with local digital influencers, as well as running print, digital and (in some cases) TV advertising, events and in-store activations.
In India, a “Breakfasts of India” influencer program will reinforce oats' nutritional value. The “Quaker Feed a Child” program will #MakeFestivalsMeaningful by encouraging people to pledge “a fistful of nutrition” to children across the country. Brand ambassador and Michelin star chef Vikas Khanna will promote the Oatober activities through digital activations.
In the United Kingdom, a digital program that includes content created with health and wellness influencers will seek to put some focus on nutrition, as well as taste, during the country’s porridge season.
In São Paulo, Brazil, Quaker will open The Oatery, an “immersive gastronomic experience,” in partnership with renowned Brazilian chef Morena Leite.