Quaker Oats ignites “The Fire Inside” with new TV campaign


This winter will see Quaker Oats launch a new campaign. The Fire Inside is supported by a multi-million-pound activation including TV, digital and social media. The campaign will also see Quaker build on over ten years support for Magic Breakfast in their goal to end child food poverty. Filling an extra 500,000 bowls of porridge this winter, the activity will also drive awareness of the issue by showing empty bowls on limited edition packs.

The Fire Inside activation marks the start of new direction for Quaker. Keen to show how wholesome nutrition can feed more than just consumers’ bellies, new campaigns will focus on Quaker Oats’ ability to fuel the soul, “igniting the fire every one of us has inside”. This will be led by the brand-new Fire Inside TV campaign, ensuring the UK’s leading porridge brand is unmissable throughout October and November.

The campaign will also continue Quaker’s long-standing relationship with Magic Breakfast. Partners since 2009, the scheme gives children a nutritious breakfast at school to fuel their concentration and learning. With 2.5 million children currently at risk of hunger in the UK , The Fire Inside activity will place on sale limited-edition packs, with porridge removed to drive awareness. Tying in with World Food Day on 16th October, they pledge one child’s bowl filled for every pack sold. This will see an additional 500,000 breakfasts provided over the winter months, on top of the nearly 3 million bowls of porridge Quaker will supply across the full 21/22 school year.

“We have big ambitions for Quaker, and the Fire Inside campaign epitomises our brand purpose,” said Claire Molyneux, Senior Marketing Manager at PepsiCo. “To re-discover the unique role that Quaker plays in consumers’ lives, we went back to our 1909 brand manifesto. Quaker Oats were made not only to offer the best in wholesome nutrition, but to act as a fuel for life.”

The new campaign will go live from 4th October across TV, digital, social and in-store. The Magic Breakfast pledge will appear across Quaker Oat So Simple and Quaker Traditional Oat packs for the whole of October to tie up with World Food Day on 16th October. The activation will also see the introduction of a new identity across OOH, social and in-store.