Quaker Oats: Old Fashioned Oats. In Fashion Forever.

I. Current Situation

Quaker Oats is one of the oldest brands that exist in the market. It is of American descent, and it goes a few centuries back with the initial given name of Quaker Mill Company. The company was founded in 1877, with its headquarters located in Chicago, United States. They are the pioneers of the food industry, with products like plain oats, oatmeal and as of more recently, cereal, and various snacks. Since 2001, Quaker Oats is owned by PepsiCo.

One of the oldest and most timeless products they have launched in the market is their old-fashioned oats. They are whole-grain rolled oats, and they are known for their high nutritional value. In fact, since the company’s initial integration into marketing, they have been very persistent on the fact that their products promote a healthy lifestyle. According to a food review, Quaker’s first newspaper advertisement, two years after it was founded, was a health pitch, and “the company continued to allude to the heartiness of good nutrition of its products in marketing,” (Fitzsimmons, 2012, p.58). Those were essential to the brand’s success in the years that followed, and eventually key to the development that continues to strive today.

Since this product, the Quaker old-fashioned oats, has been around for a very long time, the need to revive the excitement for the product is very much present. It is vital to keep up with current trends, and constantly take into consideration the target audience which might be evolving and adjusting, in order to create something which will be a success amongst them. As far as the old-fashioned oats, the rebranding revolves around the plenty of ways that they can be used. A more alternative aspect of the purpose of the oats is compatible with millennials, who are a generation willing to explore and experiment regarding their food options.

When one thinks of oats, the initial thought comes to be the traditional oatmeal that has withstood the test of time. However, this might not seem appetizing to some, or might perhaps feel old-fashioned; this is their name, after all. A problem that the brand has faced is the fact that your traditional oatmeal, when pictured, does not look inviting. In fact, it triggers an opposite reaction. Following this problem, the opportunity to revive the hype for the product arose. This simple food product entails an endless list of possibilities, which are bound to capture the eye of the targeted consumer. The opportunity, essentially, is to show that the old-fashioned oats can become the beacon of a delicious meal, by using them to make succulent cakes, pancakes, bread doughs, and even oatmeal that looks appetizing to the eye and even more appetizing to your taste buds.

II. Brand Positioning

It is a significant component of a campaign for a brand to be aware of its competitors. In this case, Quaker stands amongst various big brand names, such as Kellogg’s, Nature’s Path, Simply Balanced, and more specifically in Greece, brands like Millhouse Cereals. When purchasing a product, customers take many things into consideration apart from the sole item it is that they are purchasing. “The ‘product’ includes a cluster of expectations that may include safety, reliability, convenience, ease of delivery and installation, and ease of use,” (Bacon & Pugh, 2003, p. 15).

In the case of Quaker, what it has to offer is simply authenticity, reliability, and good flavor. The company has more than 140 years-worth of branding on its back. This is bound to ensure the trust of the consumer, which will make it more likely that they will choose this product over another. Additionally, something that the brand uses to its advantage, especially when it comes to the old-fashioned oats, is that every single one of their products originates from oats; therefore, this makes them experts in that field. For example, Kellogg’s has products with oats, but they are mainly a cereal brand.

The brand’s success over the centuries has proven to their customers that they are reliable, and good at what they do. This subsequently is what differentiates them amongst the crowds of competitors.

III. Target Audience

The target audience is one of the most important components when building a campaign. “Audience is the bedrock upon which every business is built,” (Rohrs & Stewart, 2013, p. 8).

The opportunity of this campaign calls for a change of audience as well. What this means is that the rebranding of the timeless old-fashioned oats will target the generation of millennials, who are people in the age range of 20-34, willing to be more experimental and original with the food they eat. They are also the people who do not have a lot of free time, because they are either studying or working; hence, why they desire the simplicity of these recipes. This means that they can put together something easy, and quick, but extremely tasty and original, nonetheless. The rest of the demographics are relatively simple, the campaign is gender neutral since everybody can make their own food. It is unrelated to income, because the product is at a reasonable price, and it is certainly not considered a luxury.

As far as psychographics go, this is an achievement-oriented generation keen on social media, opting for healthier food options, and advocating for something meaningful in the long-run. For example, according to an article on the generation’s eating habits, “Millennials went beyond food taste and actually into the sourcing of elements, such as grass-fed and free-range into their quality perception,” (Millennial’s Habits, 2012). This signifies that millennials closely monitor and select what it is that they put into their body. The rebranding of the old-fashioned oats aims to be trendy, modern, and customizable in order to fit in each customer’s needs and likings like a puzzle piece. Millennials are also an Instagram generation; therefore, one of the main aspects this campaign is to promote something appealing to the eye.

Quaker oats are mainly a breakfast food. Since this campaign is focused in Greece, it is essential to take into consideration the breakfast habits of the Greek population. For many years, the stereotype for a Greek breakfast has been a coffee and cigarettes. According to a study conducted regarding the habits of breakfast-skipping in Greece, “breakfasting skipping rates were found to be higher in older than in younger ages in both sexes,” (Kapantais et. al, 2011, p. 106). Perhaps, this is due to cultural habits that have been passed down through the generations, or individual lack of time. Some people, especially those who are busy with university studies or work, do not have the appropriate time to put into their breakfast. With the revival of this product, recipes will be quick, easy, and delicious, something that will perhaps guide them towards embracing a healthier approach to breakfast intake. Whilst having said that, millennials have an additional characteristic, they strive for healthier options, which is exactly what this campaign wants to highlight.

IV. Main Message

Main messages are the bridge between the brand and the consumer. They must be modified to compliment the consumer’s desires and needs, in order to benefit them, but as well as fulfill the brand’s goal. This is a process that should go both ways.

Main Message: Quaker Old Fashioned-Oats: Your taste since 1877 but in fashion forever. The experimentation does not stop.

By saying “Your taste since 1877,” the authenticity of the product is directly delivered to the consumers, making it easier for them to trust and opt for it. It is vital for the brand to use their years of experience to their advantage because it is bound to appeal to the audience.

Additionally, the main message that the campaign wants to communicate to its targeted audience is that we should no longer think of porridge with skepticism and distaste. On the other hand, we should embrace the opportunities that old-fashioned oats have to serve us with. These possibilities are endless, and they can be suitable for all taste buds. Additionally, they are contemporary and trendy; unlike, the name of the product. Alternations and adjustments can be made according to personal preferences, and something wonderful can be created. The product is timeless and reliable, as well as one of the least polarizing products in the market. It can be incorporated into everything and anything, varying from sweet and loaded pancakes, to an energy bowl with protein to energize you for the day, to even baked chicken strips with coating from the oats.

V. Touchpoints

“Brand touchpoints are used to reinforce the basic premise of branding, which is to distinguish brands from their competitors and remain memorable, ultimately keeping customers resolute in their allegiance,” (Sundar, 2018, p. 29). Having said that, touchpoints establish the brand’s authority and work in favor of the brand, in order to attract and keep their clients.

The online touchpoints are a more direct medium to reaching millennials, because almost all own at least an account on one social media platform. An online touchpoint regarding the Quaker campaign can be advertising through Instagram. A paid partnership with Instagram, where Instagram Stories and posts on the timeline will appear, according to the audience’s preferences. Those posts will show different recipes, and foods that can be achieved through using the old-fashioned oats. The pictures on display must be primarily appealing to the eye, or also known as “Instagrammable,” since this is a concept most people embrace on social media nowadays. This will subsequently exhibit the amount of possibilities the consumer has.

As far as an offline touchpoint, poster ads can be displayed in metro stations with the same recipes of appetizing breakfast meals. This is an ideal way to reach the audience because most of them use public transport in order to get to work, or university. By repeatedly exposing them to the idea, an interest is bound to be sparked, if their attention is not averted at first glance in the first place. These posters will have Quaker’s link to their official website, as well as their social media pages, in order to make it easier for the consumers to visit them, if wanted.

VI. Copy Platform

A. Tone and Style of Voice

The tone of voice of this campaign is relatively informal and active, since it is referring to young, and easy-going people. These people value the honesty, and actions over words, since they are advocates for things changing. It is also ambitious, by saying things such as “in fashion forever.” This gives the audience a sense of hope, and a more optimistic approach to contemporary uses for the timeless product. It is also clear, and straightforward, by claiming that “the experimentation does not stop.”

The style is plainspoken, clarity is valued and appreciated when it comes to communicating with such audiences. They want to know exactly what it is that they are getting and appreciate the avoidance of using too much fluff to boast the product. Additionally, the style is genuine because Quaker wants to relate to the audience’s passions and interests, in order to deliver something that will be consumed with joy and appreciation.

B. Rhetorical Tropes

By saying “Your taste since 1877,” the meaning can be taken literally because this is an advertising campaign for a food product, and everyone who has tried the product knows what it tastes like. However, it can also be taken metaphorically, and it can signify the preference of the consumer for Quaker over another product. The fact that the brand goes back this many years, once again, portrays authenticity and subsequently eludes to said preference. This can also be characterized as a synecdoche because the word has a double meaning.

One of the poster ads reads, “Sweet, Warm, and With a Hint of Nostalgia.” This is also said with metaphorical meaning since you cannot actually taste the nostalgia. It is a feeling that is awakened by this alternative twist to a traditional breakfast meal, that many assume it is long overdue.

VII. Creative Executions

A. Print Ads

B. Radio Script

*Shuffling in the background is heard, and someone rushing to get their things. Keys jingle on the door when the phone rings*

A girl around the age of 23 struggles to find her phone and pick it up.

- “Hello?”

- “Good morning, sweetie. How are you?”

- “Hi mom, ugh I am in a rush!”

- “Did you eat breakfast this time at least?”

- “Yes, I made an energy bowl with the Quaker old-fashioned oats. Thankfully, it took me less than ten minutes. I am taking it to class however, I do not have time to eat it at home. You know how the roads are at this time of day!”

- “Okay honey, be safe!”

- “Will do mom, talk to you later!”

*Line goes dead*

The girl shoves her phone back in her purse, in which the Tupperware is also placed with the breakfast meal made with Quaker oats. She locks the door, and rushes to the metro station.

C. Blog Post

Hi everyone! I am writing here to inform you all of the discovery I have come across recently. It has made my life so much easier. This discovery is the old-fashioned Quaker oats. I know! It is not anything new to brag about, the product has been around for centuries! However, you would all be pleasantly surprised to see the number of things you can create with one single product as a base.

The other morning I was out of most things in my house, I had not been to the grocery store in a hot second. I woke up and I was starving. The few things I had left were some very ripe, and rather ugly-looking bananas, and some other fruit. This is when I came upon a box of old-fashioned oats, which had been forgotten at the back of my pantry. Obviously, they were in a perfect condition. This is when I decided to visit the Quaker official website and find a recipe to incorporate them in. I was never really a fan of traditional porridge. When I scrolled through the website, I found this recipe of oat and banana pancakes. I thought “perfect!” I put one banana, one cup of oats, some vegetable oil, and a pinch of salt in a bowl and mixed them. You cannot believe how delicious the end-product came out. I garnished the pancakes with the leftover food, and I was in for a treat.

Upon this realization, I found more recipes that the oats could be used for. Deserts, lunches, smoothies. The possibilities are endless. I highly recommend you all buy this single product; you would be surprised with how much you can do once you get your hands on it.

D. Ambient Advertising

An idea for ambient advertising could be a 3D porridge bowl placed outside a metro station. For example, it could be placed by the station in Syntagma, which is a very central place. This is not something of the ordinary, and it will definitely catch the eye’s attention. It will be about a meter high, not too big, and inconvenient. It will have details the garnishes on top of the oatmeal, with fruit, chia seeds, and peanut butter. This will certainly speak to the eating habits of a lot of people within the targeted generation.

E. Content Pillars

Entertainment: The brand can create an application for smartphones, on which the recipes using old-fashioned oats will be listed. Additionally, this app will give the individual the ability to create their own avatar, resembling their appearance, and it can move up levels the more recipes they make and complete on the app.

Tips: Recipe videos can be released, in order to not only provide the written instructions for the recipe, but also a tutorial on how you can make and achieve a delicious meal.

Seasonal Trends: The brand’s social media pages can release recipes with seasonal ingredients depending on the season, and new food trends that come out, like acai bowls.

Works Cited

Bacon, T. R., Pugh, D. G., & Pugh, D. G. (2003). Winning behavior: What the smartest, most successful companies do differently. Retrieved from https://ebookcentral-proquest-com.acg.idm.oclc.org

Fitzsimmons, R. (2012). Oh, what those oats can do. Quaker oats, the Food and Drug Administration, and the market value of scientific evidence 1984 to 2010. Comprehensive Reviews in Food Science and Food Safety, 11(1), 56-99.

Kapantais, E., Chala, E., Kaklamanou, D., Lanaras, L., Kaklamanou, M., & Tzotzas, T. (2011). Breakfast skipping and its relation to BMI and health-compromising behaviors among Greek adolescents. Public Health Nutrition, 14(1), 101-108. doi:10.1017/S1368980010000765

Millennials' habits. (2012, June). Prepared Foods, 181(6), 27. Retrieved from https://link-gale-com.acg.idm.oclc.org/apps/doc/A321336045/AONE?u=acg&sid=AONE&xid=5e5014d6

Rohrs, J. K., & Stewart, M. (2013). Audience: Marketing in the age of subscribers, fans and followers. Retrieved from https://ebookcentral-proquest-com.acg.idm.oclc.org

Sundar, A. (2018). Brand Touchpoints. Nova.