CHICAGO: Quaker Oats is introducing a PR-heavy phase of "Amazing Mornings," its new integrated campaign that communicates a message about the benefits of a healthy breakfast.
In the latest phase, the company is leveraging its partnership with Biggest Loser trainer Bob Harper via a national media tour and contest, during which Harper will challenge the winners to develop a healthier morning routine.
“We originally launched the business story,” said Monique Jacobson, director of consumer engagement at Quaker. “Now we're building consumer legs. We want to go really deep in creating engagement with consumers.”
She explained that, while the goal is to promote the overall brand, the company will often refer to the launch of three new oatmeal products on www.Facebook.com/Quaker, in traditional media relations, and in TV ads that direct consumers to the Facebook page.
Though the contest is slated to end on October 8, she said the brand hopes to continue to promote the campaign via online content, in part generated through Harper's interactions with the winners.
“We've been focused on the power of the oat but we're taking a broader, more holistic approach to make health and wellness more accessible,” she said. “Bob resonates with a good cross-section of people. It's a great opportunity to make the brand more relevant with consumers.”