Quaker Oats launches purpose-led campaign to end child food poverty

Quaker Oats is aiming to stand out in the cereal category with the launch of a multimillion-pound purpose-led campaign.

‘The Fire Inside’ campaign builds on the brand’s 10 years of support for charity Magic Breakfast and its goal to end child food poverty. It will be led by a TV campaign that shows the evolving needs of consumers at breakfast.

It goes live today (Oct 4) across TV, digital, social and in-store. It will see the introduction of a new identity across its advertising activations.

The activity will drive awareness of child food poverty by showing empty bowls on limited edition packets. The brand pledges to fill a child’s bowl for every packet sold, tying in with World Food Day on 16 October.

This will see an additional 500,000 breakfasts provided over the winter months, on top of the nearly three million bowls of porridge Quaker will supply across the full 21/22 school year.

PepsiCo senior marketing manager Claire Molyneux: “The Fire Inside campaign epitomises our brand purpose, showing Quaker Oats as the fuel for life. We are confident our new campaign will stand out in the cereals category, providing cut-through for retailers and ensuring Quaker is the breakfast of choice this winter.

“It’s unbelievable that in 2021, children in the UK are unable to access a healthy breakfast. We are proud that The Fire Inside campaign is stepping up our partnership with Magic Breakfast, helping to drive further awareness of child food poverty in this country.”