Quaker has a long-standing heritage as a brand trusted by Canadians, but oatmeal is perceived as old fashioned and not relevant for today’s modern Mom. Quaker’s growth was stagnant and needed to get into the minds and hearts of younger Canadians, particularly Moms. The challenge was to find a cause that would connect to our target who is purpose driven and has a greater tendency to trust brands that align to her values.
The key campaign insight was centered around warmth as a necessary good, especially for children. Based on research, there are many health benefits (emotional, mental and physical) to being warm. However, for many Canadian families in-need, warm winter clothing is out of reach. We reinforced this through a study by the Angus Reid Institute revealing, “for one in five Canadian families, proper winter clothing has been a luxury they can’t afford.”
Create an emotive story, told across many channels, that would show the positivity and happiness that can result from being warm and that a warm winter coat lets “kids be kids.” To bring the idea into the real world, we also partnered with Boys and Girls Clubs of Canada to help deliver the coats (and oatmeal) to families in need, coast-to-coast.
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