The communication goal
Oats category steadily grew in H2 2018 and Quaker as market leader had to ensure we capitalized on this growth and made the most of it while maintaining premium imagery.
Taste, a key barrier in growth therefore had to be tackled and turned into a strength brand could ride on.
The situation analysis
In 2018 Oats category was a battlefront with brands spending over 2X of the natural trend. WOA on TV were at an all time high and consumers were bombarded with advertisements.
As category leader we had to stand out and identify a differentiated approach....