Quaker Oats Co., Chicago, launches its fall advertising for oatmeal next week with an extensive ad and promotional campaign featuring 100 residents of Lafayette, Colo., who lowered their cholesterol an average of 24 points after eating 11 cups of Quaker oatmeal every day for 30 days. The Coloradans who participated in the "Heart Smart Challenge" appear in seven testimonial commercials and one print execution from Foote, Cone & Belding. Several of the people also will be featured on new packages for Quaker Toasted Oatmeal, Toasted Oatmeal Squares and Quaker Instant Oatmeal. Quaker spent $35 million to advertise oatmeal last year, according to Competitive Media Reporting.
Copyright August 1998, Crain Communications Inc.