2012 Winners & Shortlists

Results and Effectiveness

By using real families, we positively changed perceptions of Quaker’s versatility/health benefits. 63% of viewers stated Quaker was ‘easy to cook with’ (51% non-viewers). Quakers heart-health positioning was also successfully supported as 64% of viewers agreed Quaker ‘takes care of their hearts health’ (46% non-viewers). Brand affinity was 22% higher, whilst recommendation increased by 38%. Sales of Quaker were 27% greater than 2010 and Oats for Rice sold 25% more than initially targeted. Finally, market share grew by 2% - no easy task for an FMCG brand.

Creative Execution

Our idea was to use branded content to connect people’s hearts with Quaker. Research told us women get their recipes from family/friends – sometimes passed down from generations. Therefore, we developed culinary content using real families with no cooking experience within it to inspire others. With two products, we produced two TV programs, both fronted by popular Arabic Chef Khaled Aref. For Oats, we developed ‘Cook-Off’- a 6-part show centred around young families battling it out for cash by replicating Chef Khaled’s dish. Also 6-episodes was ‘Chef’s Surprise’ promoting Oats for Rice. In each 10-minute episode, Chef Khaled would turn up unannounced at a family’s home to help prepare an appetizing rice dish using Quaker. Along with prominent product placement, Chef also gave viewers helpful tips/advice throughout, placing emphasis on ‘heart-health’.

Insights, Strategy and the Idea

Unlike the rest of the World, consumption of Quaker Oats in the GCC takes place almost exclusively during Ramadan – as a thickener for soup. The truth is, they are an exceptionally versatile foodstuff and have cholesterol-lowering benefits - becoming the only grain approved to carry health claims relating to heart disease. However, awareness of these attributes remains incredibly low. Therefore, the challenge was to spread the positivity of Quaker amongst Arab women, promote its ‘health-heart’ positioning & launch new Oats for Rice.