Quaker Oats is launching a new ‘mix and match’ campaign offering shoppers the chance to choose the colour and design of their very own, free, mason jar when purchasing packs of 1kg Traditional or Jumbo Quaker Rolled Oats.

Running for six weeks from April 16th, consumers can take a unique code from promotional packs of 1kg Traditional and Jumbo Rolled Quaker Oats and enter online at www.quaker.co.uk/overnight for their jar.

Eric Williams, Quaker Oats marketing manager, said: “Last year, we gave away 40,000 mason jars as part of the on-pack promotion – a huge success! This year we are mixing things up by offering consumers the chance to interact with the designs. We know that overnight oats are an increasingly exciting breakfast trend continuing to gain momentum, so we expect some great engagement with the campaign. As 62% of cereal occasions include fruit (OOH Breakfast research, March 2013 & Evolution Insights, On the Go Report 2012), especially in overnight oat recipes, and a real skew towards fruit options in the summer months (Kantar Worldpanel 2018), there is a huge opportunity for retailers to drive sales outside of the usual porridge season (Nielsen Scantrack, Total HOTS data to WE 11.03.17).

“Consumers love and trust Quaker and we’re thrilled to be able to promote an alternative breakfast in a beautiful jar for the second year running.”

In addition to the on-pack promotion, Quaker will be showcasing new overnight oat recipes online to inspire shoppers. The brand will also encourage further interaction across social media channels and via a partnership with TWISTED, the popular recipe video creators.