Quaker heart health campaign to team up with TV talk show

NEW YORK Quaker Oatmeal is collaborating with ABC’s “Live with Regis and Kelly” to promote both itself and heart health.

A segment of the show in which audience members answer trivia questions and dance will include Quaker and its heart-health “Living Proof” campaign. Viewers will be able to upload or mail in videos of their dance moves to win money, and grand prize winners’ videos will appear daily on the show, with their makers answering trivia questions by phone. The prize will be $10,000, with $50,000 offered for the final round.

Quaker Oatmeal will work with Chicago-based advertising agency Element 79 Partners to promote its “Living Proof” campaign.