Quaker begins Unlock Amazing campaign
PepsiCo Foods Canada will break a new campaign for its Quaker oatmeal brand today called "Unlock Amazing." The initiative is intended to encourage consumers to begin the day with a bowl of oatmeal in order to unlock their potential. It will include television and online advertising as well as social media activities. The creative features Olympic freestyle skier Alexandre Bilodeau, who will participate in a charity effort in support of Food Banks Canada. Visitors to the brand's Facebook page will be invited to create virtual bowls of oatmeal. For each bowl created, the company will donate a bowl of oatmeal to the charity. The campaign will begin will launch events in Toronto and Montreal. "The Quaker brand is very excited about this project, and to be working with Alexandre Bilodeau," said Kathryn Matheson, vice-president of marketing for Quaker Foods and PepsiCo Foods Innovation at PepsiCo Foods Canada. "Alexandre knows how important it is to start the day off right, and he knows a nutritious breakfast is key to unlocking his winning spirit to be a remarkable example for us all. The Quaker brand wants to help Canadians feel inspired by Alexandre to begin the day with a breakfast that can help them unlock their own amazing potential, and to do something simple and fun that will result in giving a wholesome breakfast to others in need." The campaign was developed by Juniper Park with the participation of SDI Marketing. Media buying was conducted by OMD, while public relations are being handled by PraxisPR.