Quaker is perceived as a foreign grain, Oats aren’t familiar grain for Indians, hence building familiarity and relevance is critical to driving penetration.
Identified Objectives : Communicate the power of oats by addressing two key questions –
To achieve the business objectives, Quaker India decided to own the month of October by executing a high decibel campaign. Quaker Oatober saw a month full of activity, with dedicated influencer campaigns, alongside leveraging earned, owned and paid media.
Key to the campaign was the community engagement and a unique FB Live marathon series.
Through the month of Oatober, we engaged with 3 popular online food communities, creating conversations on :
How we often end up missing the most important meal of the day given our hectic lifestyle How Oats play an important role, its easy to make, healthy and also acts as a great source of energy
The Big Idea
A unique “Breakfasts of India” FB Live marathon series was rolled out over a period of 2 days where we got 7 influencers, including celebrity Yammi Gautam from Bangalore, Mumbai, Chennai, Kolkata and Delhi to cook their favourite breakfasts using oats, live on FB
This generated a positive spike of conversaitons across the country with people sharing these amazing receipes made by the influencers. Furthermore, it also led to crowd sourcing of Oat based receipe ideas for breakfasts.
7 Celebs, including Quaker India’s nutrition ambassador Chef Vikas Khanna along with food influencers joined the bandwagon to amplify the message of celebrating October with Quaker Oats.