For more than seventy years, the Quaker Oats soup has been a staple at every Saudi Iftar table. And so, this Ramadan, we wanted to celebrate the long-lasting bond built between the brand and Saudi families through an integrated communication campaign that aimed to showcase all the ways one could use oats during the holy month, all the while shedding light on how Quaker has evolved amid changing trends and decades.
Starting with the insight that Quaker oats soup has a distinct and recognizable aroma that evokes Ramadan and a certain nostalgia, we went for a food-centric creative route, leading with a tagline that summed it all: “Quaker: Ta’em wa rihat Ramadan” (The aroma & taste of Ramadan).
For the campaign’s TVC, we created a film that documented seven decades of Saudi culinary culture. Shot in Jeddah over two days, the art direction explored the Iftar traditions, influences, flavors and colors in Saudi Arabia. The table shifts from the 60s to current days, our star product remaining unchanged amid ever-evolving tastes and traditions.
In supermarkets, we pushed the concept further on the POS stands by featuring appetizing Iftar tables and a QR code that directed customers to a landing page where they could download an exclusive Quaker recipe book that we created with the help of a culinary consultant.
The digital book featured 30 mouth-watering dishes, soups, and snacks that were brought to life during a one-week shoot with a food stylist and an expert chef. We then designed the cookbook itself by adopting a neat and photo-centric layout that made it feel like it was one’s own recipe notebook. Across all stages of development and design, the aim was to take the audience on a journey to unleash their cooking skills and discover the different ways to savor Quaker oats.
The campaign also had its distinct impact on social media platforms where we teamed up with 10 creative chefs. Each influencer hinted at their upcoming collaboration 10 days before the start of Ramadan, and on their dedicated day, posted a video of them putting their own spin on the dish of their choice, shared tips for a healthy fasting and wrapped up with a “Ramadan Fazzoura”, leading their followers to the brand’s page for more engaging Quaker content.
Quaker’s social media content calendar was also full of unique Ramadan recipes, health tips, as well as powerful and evocative stories: from 70-year-old ad campaigns to pictures of the original tin packaging, happy tradition moments, and nostalgic UGC driven content.
Quaker’s Ramadan campaign gathered huge momentum, with close to a thousand digital cookbooks downloaded and more than 25,000 page visits. From fitness enthusiasts to movie lovers, fashionistas to wellness buffs, everyone hopped on board and celebrated this product that is able to transport people into the past, symbolizing the warmth and conviviality of the Holy Month, whilst still remaining relevant to today’s trends and ways.