A Quaker executive said that the company was hiking its oatmeal ad spending 10%. That's up from an estimated $20 million for its several oatmeal brands. Much of the increase will go to support a new TV effort breaking either late this week or early next from Jordan, McGrath, Case & Taylor, New York, that resurrects an earlier strategy of showing the legendary Quaker Oats man with the theme, "Why is this man smiling?" The spot then shows a couple and asks the same question while discussing the health benefits of eating Quaker oatmeal. The Quaker ad will run with Quaker's current, "Oh, what those oats can do" campaign.
Copyright January 1997, Crain Communications Inc.