Quaker Oats has launched a new advertising campaign aimed at inspiring people to get imaginative with their porridge toppings and flavour combinations.
The ‘Go Forridge’ campaign, which airs on TV from this week, sees breakfast eaters exploring the taste possibilities that are easily accessible in their own cupboards, fridges and freezers.
The brand will also be launching an on-pack promotion, exclusive to sachets, that gives shoppers the opportunity to win an Amazon Echo Show 5 every day.
Although Quaker is the second largest brand within the cereals category (Nielsen Scantrack), 55% of those looking for breakfast simply don’t think about porridge (Nielsen), according to Quaker.
As such, the campaign aims to convert those that don’t normally think of porridge as their go-to for breakfast as a viable option that is both versatile and tasty.
Quaker UK senior marketing manager Elizabeth Ashdown said: “Our new Go Forridge campaign was born out of the insight that consumers want to be healthy, but they don’t want to compromise on taste or spend ages creating the perfect breakfast. They want shortcuts to better choices and a delicious healthy breakfast to be more effortless.
“This campaign marks a shift in creative direction for the brand, which is centred much more on emotion. It injects some personality into breakfast time with moments of observational humour that we can all relate to in our own kitchens.”
In addition to the new TV creative, the campaign will be live across social and digital media.