Quaker Oats announces re-positioning of business to focus on whole-grain oats

CHICAGO The Quaker Oats Company, a division of PepsiCo, announced Tuesday that it is launching an expansive re-positioning of its business to focus on the wholesome goodness of its products made with whole-grain oats.

For the first time in its 130-plus year history, Quaker will communicate with one voice about the company’s whole-grain oats portfolio of products underneath one umbrella versus individual product categories. Whole-grain oats are the hallmark ingredient in Quaker Old Fashioned Oats, Quaker Quick Oats and Quaker Instant Oatmeal, Quaker Oatmeal Squares ready-to-eat cereal and a key ingredient in Quaker Life cereal and Quaker Chewy granola bars.

“This re-positioning helps us elevate and communicate the power of this surprising super grain ¬ the oat‹to meet the needs of the growing number of health conscious consumers,”said Mark Schiller, president, Quaker Oats. “We feel that Quaker has a great opportunity as a market leader in health and wellness to leverage our product portfolio under one powerful platform.”

Quaker Oats also added that the company is set to launch a new marketing and advertising campaign with the theme “Go humans go”, which celebrates the whole-grain oat as a “super grain.” The campaign reinforces that the whole-grain oat is a key Quaker ingredient that helps power the bodies and minds of humans and inspires people to be their best. The iconic “Quaker Man” keeps a watchful eye over all the fanciful activations of the “go” idea.

Quaker partnered with Omnicom’s Goodby Silverstein & Partners to concept and produce the “Go humans go” campaign, which includes an out-of-home teaser campaign in nine top national markets, including New York, Chicago, Los Angeles and Washington, D.C.

The teaser campaign began the week of Feb. 23 and the television launch begins Mar. 16 on prime time and cable outlets. Print advertising begins in April as will sponsorships for mom consumers through online properties.

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