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PepsiCo Foods Canada conducts national Quaker campaign

PepsiCo Foods Canada has begun a marketing campaign for its Quaker brand to introduce new strawberry and vanilla flavours of instant oatmeal. The national campaign includes advertising developed by BBDO Toronto. A 15-second television commercial depicts two children eating breakfast while sitting on strawberry-shaped chairs. The commercial is airing on various Canwest channels. The campaign also includes a "Cooking with Kids" section on the website and online banner ads. The initiative also includes a contest called "Gleeful Mornings," which is tied to the Canwest series Glee and located at <>. Consumers can enter by submitting videos of their family having fun in the morning. Public voting will determine the winner, who will receive a trip for four to California to tour the set of Glee. The contest, which is being conducted in association with Canwest, will run until Nov. 3 and includes separate television advertising during the program. "Glee made a natural partner for the fun and wholesome approach we're taking with Quaker Strawberry and Vanilla Instant Oatmeal," said Kathryn Matheson, marketing vice-president for Quaker at PepsiCo. "The contest promotes families having their own gleeful mornings using Glee as inspiration and Quaker as fuel for the fun. This campaign builds on that brand position and the insight that mornings should be fun." Other agencies participating in the campaign include BBDO Montreal, MThirty Communications, Proximity Canada, OMD, OSL, and PraxisPR.

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