Quaker is boosting its latest “You’ve Got This” campaign with a pop-up exhibit at one of Toronto’s busiest commuter hubs, Union Station.
“100 Reasons to Rise” is available from today until April 19 at the station, and comprises 100 black-and-white images of people (including 14 Canadians) eating Quaker oatmeal for breakfast on a special day. Captured by Oscar-nominated photographer Misan Harriman, the pictures seeks to highlight how Quaker helps fuel its customers’ mornings on a pivotal day in their life.
To support the exhibit, Quaker has launched an interactive digital experience that includes the pictures and audio recordings of people’s stories, including a child’s experience as a ringbearer at a wedding and a 61-year-old man meeting his new grandson for the first time. The brand also partnered with media outlets and placed in-person touch points with digital ads around Union Station, targeting frequent station commuters to inform them of the exhibition.
OMD handled media buying, Edelman was in charge of public relations and Uncommon of the creative.
“We want to reach everyone, far and wide, who looks for inspiration and nourishment in the people, places, and things that surround them. By sharing the stories of people of all genders, cultures and ages, ranging from 1 to 100, we can target and connect with an audience from all walks of life,” Logan Chambers, senior director of marketing at PepsiCo Canada, tells MiC.
According to Chambers, the exhibition launch is the result of a survey conducted by Attest on behalf of Quaker, which found that half (49%) of Canadians say mornings are the most hopeful time of the day, with another 70% finding hope in the people around us. The survey was conducted this year among 1,000 Canadians over the age of 16.
The photo documentary also reinforces the brand’s global “You’ve Got This” platform, which “celebrates everyday people who awaken the potential in others… and highlights that individuals can find hope and inspiration, not just from big, well-known heroes, but from the humble everyday people who we interact with daily,” says Chambers.
Launched in February of this year, the “You’ve Got This” campaign centers around 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, eating Quaker oatmeal for breakfast. The campaign was supported by in-store displays, earned media relationships, paid media buys, paid partnerships with influencers and a branded welcome wagon.
