Quaker, the world-known brand by Pepsico, had a major challenge in the GCC region: it was perceived as a convenient seasonal product, mainly used for savory soups in Ramadan. The brand approached us to help them “steer the wheel”, changing the mindset around oats’ consumption in a region that is on the right track to embracing healthy eating & wellness, especially in Saudi Arabia. We needed to educate the audience on the health benefits of oats and the versatility of the ingredient that can be used in savory and sweet recipes, with a major focus on daily breakfast. It was clearly a milestone for the brand to redefine its positioning in the region, and we couldn’t be happier to be part of it!
Market research lead us to identify 2 major insights. First, living in a fast-paced world, people want a quick and easy fix in the morning while on the go. Second, the traditional breakfast options available in the region are generally quite balanced with dairy, eggs and bread as the base. Our strategy was to show people how easy, tasty and quick Quaker Oats could be prepared and how one can integrate them into their traditional breakfast to get all the amazing health benefits of this super grain.
Additionally, we identified typical personas that match the lifestyle of our target audience, building relatability and connection. These were: the health-conscious mother, the working executive, the fitness-driven and the creative cook. We then built our digital campaign on these profiles, and shot 4 online video commercials (OVC), with casts matching the personas, preparing a quick Quaker breakfast on the go. The campaign included cut down versions of the OVC adapted to the main social media channels, such as Instagram feed, Stories and Facebook. We then went on to develop Quaker Oats year-long social media content library that included easy recipes, health & fitness tips and lifestyle shots. All relaying Quaker’s brand essence of healthy & happy living.
The campaign assets were boosted on social media, with each video gathering a high number of views, likes, and most importantly of saves, which means the target audience will come back to watch the recipes and make them at home! It also increased the number of followers on Quaker Arabia’s page and set the brand on the right path to its new positioning.