Chicago-based food conglomerate Quaker Oats has this week unveiled its new ‘Heat It to Release It’ campaign, which will position the brand’s sachets and pots as go-to breakfast options.
Dropping in the build up to the winter months, the campaign will be centred around the importance of a flavoursome hot breakfast, with research suggesting that heat increases the way in which people enjoy taste.
Running across TV, video-on-demand, out-of-home, YouTube and social media, the campaign will promote Quaker Oats’ full ready-made sachets and pots range.
Combined with in-store activations, it is hoped that ‘Heat It to Release It’ will not only allow Quaker Oats to continue performing within the sector, but also attract a new cohort of customers to the cereal category.
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“Consumers are increasingly looking for tasty breakfasts that also deliver on their need for healthier options,” Quaker Oats senior marketing manager, Claire Molyneux said.
“At Quaker, we are committed to delivering this and our new ‘Heat it to Release it’ campaign will remind consumers and customers that a hot bowl of Quaker Oats will offer a tasty and healthier start to the day.
She concluded: “Following the success of the award-winning Fire Inside TV campaign, Quaker’s Heat it to Release it campaign will be sure to boost perceptions of hot breakfasts within the wider cereals market.”
