Quaker launches a Deliciously Ugly campaign

The new Deliciously Ugly from Quaker is leveraging popular breakfast demands to present Quaker as a deliciously real and tasty breakfast option.

Aiming to support retailers in making the most of the cereals category, Quaker is also partnering with the National Trust and National Trust for Scotland to allow retailers to reward shoppers and their families through its latest on-pack promotion.

Tapping into the key shopper need state for a tasty and convenient breakfast, Quaker’s Deliciously Ugly campaign is allowing retailers to cater to consumers who are on the hunt for a naturally healthy breakfast, without the need to compromise on great taste. The campaign aims to amplify Quaker’s position as firmly driving the category forwards, helping retailers to boost their hot cereal sales long-term.

Additionally, shoppers who purchase a promotional pack of Quaker’s Oat So Simple sachets and complete the entry requirements will be in with the chance of winning a family day pass to a participating National Trust or National Trust for Scotland location.

Tying into the time it takes to make a bowl of Quaker Oat So Simple porridge, the promotion will see consumers win every two minutes from 7-9am, with 2,520 passes up for grabs. Each entrant who doesn’t win a National Trust or National Trust for Scotland one-time-entry family pass will receive a discount code for 25% off standard admission tickets for up to five people. Alongside this, a wrap up prize draw is also set to see 10 shoppers win a £50 cash prize.

Divesh Parmar, Quaker General Manager at PepsiCo, comments: “We’ve seen shoppers seeking healthier breakfast options for some time. However, we also know that they aren’t willing to compromise on convenience or taste to achieve this. Our Deliciously Ugly campaign emphasises the great taste and convenience of our Oat So Simple sachets, even though they can look a little ugly! We want to ensure Quaker remains front of mind for shoppers when stocking up for their breakfast.

The campaign will span OOH, print, radio, social and digital platforms until 24 March. The National Trust and National Trust for Scotland partnership is running until 11 March across selected Quaker Oat So Simple sachets.