“We're really excited about this partnership with Afterschool Alliance because we know Chewy is a brand that moms really look to as a great option for their kids after school,” said Bill Fiely, senior brand manager of Quaker Chewy. “We felt there was great synergy.”
Afterschool Alliance aims to ensure all kids have access to quality after-school programs. According to the organization, approximately 15 million kids take care of themselves after school. As part of the agreement, “we've put together a program to help raise awareness and help close that 15 million child gap,” Fiely added.
The program is driven by a contest at QuakerOats.com, where parents can win a private concert for their kids by Cosgrove, the star of Nickelodeon's, iCarly.
“She really aligned to the values of our brand,” Fiely told PRWeek. “Moms told us she was a great, wholesome ambassador, and we thought she would provide the breakthrough talent to really bring awareness to the issue.”
Edelman, AOR for Quaker Snack Bars, is providing PR support, including traditional media outreach. Coverage so far included a March 12 segment on NBC's Today featuring Cosgrove.
Quaker Oats is reaching moms through a blogger advocate program, including participation from mommy bloggers Isabel Kallman (Alpha Mom) and Audrey McClelland (Mom Generations). Quaker is also promoting the contest on Facebook and Twitter. The campaign budget was not disclosed.
Both Kallman and McClelland attended and wrote about a launch event on March 11 at Harlem RBI, a youth development organization in New York. There, Cosgrove talked about how after-school programs helped her during elementary school.
“We're going to continue to bring awareness to the program throughout the year, with PR being our primary driver of communication,” said Fiely. “We know moms are really busy, so we wanted to surround them with more holistic messaging rather than [advertising].”