Quaker looks to energize Canadians with new campaign

'Go humans go' campaign brings all Quaker oats products under one marketing umbrella for the first time, and the company makes its first digital foray.


The Quaker brand may be 130 years old, but it’s looking to appeal to the modern health-conscious consumer with a new campaign promoting the brand’s family of products under one healthy moniker. Targeting Canadian women with an interest in wellness, the campaign’s theme is ‘Go humans go’ and debuts across print, TV and online this month. It’s not only the first time the Quaker products are being promoted as a single marketing entity, but it’s the first time the brand has made a move into online advertising as well.

With media handled by OMD, the campaign includes two ‘centrepiece’ media components in addition to standard online advertising and Google Ad Words. The first is a rich-media page takeover launching on TodaysParent.com in September, and the other is the sponsorship of a mobile application for the Weather Network’s School Forecast.

The move to mobile was a natural choice with the campaign’s ‘Go humans go’ theme, Kathryn Matheson, VP of marketing, Quaker/PepsiCo Canada, tells MiC. ‘We thought it was a good fit with on-the-go Canadians and active living, which [fits] with Quaker’s target consumer,’ she explains. ‘We definitely think that a lot of parents particularly are using new techniques to get things like weather [forecasts] so that they can plan for their families.’

The print campaign launches in the September issues of major-market Canadian mags such as Canadian Living, Maclean’s, Chatelaine and Canadian Family. The rich-media takeover page will be seen on Sympatico.ca’s Lifestyle and Health & Fitness sections, and their French-language counterparts, as well as Canoe.ca. The television campaign by BBDO Toronto features one 30-second spot titled ‘Trampoline’ that was adapted from a US version that debuted on Aug. 31.