Quaker Harvest Chewy Bars: How Advertising Established the Leading Personality in an Emerging Market

Martin Deboo

1986-88 campaign to launch Quaker Harvest Chewy Bar. The rationale, opportunity and creative strategy are explained.
Agency: BMP Davidson PearceAuthor: Martin Deboo

Quaker Harvest: How Advertising Established the Leading Personality in an Emerging Market

INTRODUCTION

This paper demonstrates the contribution that advertising has made to the success of a major new product - Quaker Harvest Chewy Bars.

Our central theme is that advertising was an important element in the brand's differential advantage because it endowed Harvest Chewy Bars with a clear personality that has set them apart in a competitive marketplace.

BACKGROUND - THE GROWING CEREAL-BAR MARKET

The trend in the 1980s towards healthier eating has radically reshaped many...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands