
Quaker is launching a fully integrated campaign in Canada and Latin America to bring back old customers and attract new ones.
The “You’ve Got This” campaign aims to recognize everyday heroes who inspire others to reach their full potential. It centers on a two-minute ad created by BAFTA award-winning director Charlotte Wells, which shows a father and son as they go through the stages of life together, from childhood to adulthood. The father remains by his son’s side throughout, encouraging and preparing Quaker oatmeal for breakfast. At the end of the ad, the son has his own child and makes him bowls of oatmeal.
Quaker will deploy the spot on TV, social networks and movie theaters in Canada, in both English and French, and will also place outdoor, print and digital advertising. OMD handles the media buying, while Uncommon Creative Studio is in charge of the creative.
The PepsiCo brand said they have adapted the longer version of the commercial and the rest of the ads “to best suit the consumer rituals and habits” in each market. All the Canadian creatives, for example, highlight Quaker’s use of Canadian-grown oats, showing classic hot oatmeal in a bowl (pictured, below).

According to the company, “the ‘You’ve Got This’ creative allows each market the freedom and flexibility to customize all aspects of the campaign. This means that each local market is able to put forward creative that resonates culturally with their consumers.”
The campaign, which will be launched in other markets later this year, marks a reset for the brand, said PepsiCo VP of marketing, global foods group Ciara Dilley. “Quaker has long been a beloved, potential-filled brand within the PepsiCo portfolio, and ‘You’ve Got This’ is the breakthrough creative platform we need to mark the brand’s next chapter across the globe.”
Quaker is taking this creative approach following the debut of the “Quakerborough” campaign last year in Canada, which aimed to highlight the brand’s roots in stores across the country. The campaign was supported by in-store displays, earned media relations, paid media buys, paid influencer partnerships and a branded welcome wagon. OMD handled media buying, while Citizen Relations did the PR.