Quaker Oats' purpose-led campaign highlights benefits for both body and mind

The PepsiCo brand worked with Uncommon on U.K. brand overhaul

Published On
Oct 07, 2021

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Quaker Oats, the PepsiCo porridge brand, is launching a new "purpose-led" communications campaign in the U.K., starting with a spot that has a surprising and inspiring twist.

Agency Uncommon created the new work for the brand, positioning it as the breakfast to give you "fire inside" and "fuel you in life." The TV spot starts with a man getting up early in the morning and going off to the boxing ring after his bowl of Quaker Oats; you might expect it's all about his athletic prowess as a boxer, but the final scenes reveal that, after his bout of exercise, he starts the working day as a teacher in a school with his "fire inside." The work is set to the track "Outnumbered" by singer-songwriter Dermot Kennedy and it was directed by Ed Morris via Riff Raff Films.

The work positions Quaker Oats as the ideal brand to feed both the body and mind. Given that previous marketing in the category has tended to focus on breakfast giving you physical, rather than mental, energy, it's a twist that feels fresh and modern. 

The campaign is also partnering with food poverty campaign "Magic Breakfast" to highlight child hunger; Quaker Oats will introduce limited-edition packs, removing the porridge from packs to drive awareness and pledging one child’s bowl filled for every pack sold.

The new campaign will run across TV, digital, social and in-store, and the activation will also see the introduction of a new identity across out-of-home, social and in-store.  

"Quaker Oats were made not only to offer a bowl of goodness and warmth, but to act as a fuel for life," said Claire Molyneux, senior marketing manager at PepsiCo, in a statement. "With what we have seen over the past few months, we know this message is more relevant than ever before."


Oct 07, 2021
Client :
Quaker Oats
Agency :
Uncommon Creative Studio
Quaker Marketing Director :
Corinne Chant
Quaker Senior Marketing Manager :
Claire Molyneux
Quaker Senior Brand Manager :
Danielle Mendham
Director :
Ed Morris
Production Company :
Riff Raff Films
Executive Producer :
Tracey Cooper
Production Company Producer :
Lauren Highman
Director of Photography :
Hatti Beanland
Casting Director :
Sophie North
Offline Editor :
Luke Carlisle
Online :
Untold Studios
VFX Lead :
Ben McIlveen
Post Production Producer :
Nathan Hoad
Sound Studio :
Sound Design & Mix :
Henning Knoepfel
Sound Design & Mix :
Josh Younger
Additional Music Production :
Luke Fabia
Music Supervision :
Oliver Jay
Music Supervision :
Lisa McCaffery
Music Supervision :
Curved Arrrow

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