PepsiCo Canada begins Quaker campaign
PepsiCo Canada of Mississauga has begun a new marketing campaign for its Quaker brand called "Go humans go." The campaign focuses on the nutritional value of the product line. The initiative will, for the first time, encompass all Quaker brands simultaneously. These include Quaker Oats, Quaker Instant Oatmeal, Quaker Granola Bars and Quaker Crispy Minis. "For decades, Quaker has enjoyed tremendous brand equity in Canada as a health and wellness leader," said Kathryn Matheson, marketing vice-president for Quaker. "This brand repositioning leverages that equity and allows us to elevate and communicate the power of oats as we've never done before. The 'Go humans go' platform marks the first time we're unifying the Quaker portfolio of breakfast and snack products under one brand." Print ads aimed at parents and baby boomers are running in the September issues of Canadian consumer magazines. A 30-second television commercial broke on Aug. 31, adapted from US creative by BBDO Toronto. An online component, developed by Proximity Canada, began on Sept. 7. It consists of banner ads, rich media ads, search engine advertising and a Weather Network mobile application. In-store and public relations activities will roll out as the campaign continues. Quebec advertising was handled by BBDO Montreal, while media buying was conducted by OMD. In-store activities will be handled by OSL, while Praxis PR is conducting public relations.