With the launch of its latest campaign – Deliciously Ugly – Quaker is leveraging popular shopper breakfast demands to present Quaker as a deliciously real and deliciously tasty breakfast option. Aiming to continue to support retailers in making the most of the Cereals category, Quaker is also partnering with the National Trust and National Trust for Scotland to allow retailers to reward shoppers and their families through the brand’s latest on-pack promotion*.
Tapping into the key shopper need state for a tasty and convenient breakfast option, Quaker’s Deliciously Ugly campaign is allowing retailers to cater to consumers who are on the hunt for a naturally healthy breakfast, without the need to compromise on great taste. As Great Britain’s number one Hot Cereals brand, delivering 48.2 per cent of segment sales, the campaign aims to amplify Quaker’s position as firmly driving the category forwards, helping retailers to boost their Hot Cereal sales long-term.
Additionally, shoppers who purchase a promotional pack of Quaker’s Oat So Simple sachets and complete the entry requirements* will be in with the chance of winning a family day pass to a participating National Trust or National Trust for Scotland location. Tying into the time it takes to make a bowl of Quaker Oat So Simple porridge, the promotion will see consumers win every two minutes from 7-9am, with 2,520 passes up for grabs. What’s more, all entrants who do not win a National Trust or National Trust for Scotland one-time-entry family pass will receive a discount code for 25 per cent off standard admission tickets for up to 5 people at participating National Trust properties. Alongside this, a wrap up prize draw is also set to see 10 shoppers win a £50 cash prize.
“We have seen shoppers seeking healthier breakfast options for some time now," said Divesh Parmar, Quaker General Manager at PepsiCo. "However, we also know that they aren’t willing to compromise on convenience or taste to achieve this – particularly with taste being the primary driver of brand choice within breakfast cereals. Oats are already perceived as a nutritious breakfast option and our Deliciously Ugly campaign emphasises the great taste and convenience of our Oat So Simple sachets, even though they can look a little ugly! We want to ensure Quaker remains front of mind for shoppers when stocking up for their breakfast.
“Alongside this, we want to further drive purchase, whilst supporting retailers in connecting with their shoppers through our latest National Trust on-pack promotion. With prizes for everyone, retailers can offer their shoppers the chance to win real experiences whilst boosting basket spend. Ultimately, this campaign reinforces that while oats may not be the most beautiful breakfast, they are tasty, healthy, convenient and fun.”
Quaker’s Deliciously Ugly campaign will span OOH, Print, Radio, Social and Digital platforms from now until 24March 2025. The National Trust and National Trust for Scotland partnership is running now until 11March across selected Quaker Oat So Simple sachets**.
* UK 18+. Instant Win: 07:00 29/01/25 – 09:00 11/03/25. Enter between 07:00 and 09:00 each day. Purchase necessary. Retain pack. Internet access required. Instant Win Prizes: 1 x National Trust or National Trust for Scotland one-time-entry family pass to be won each 2 minutes during breakfast time, allocated via random winning moments (2,520 in total). National Trust passes must be used by 04/04/25. National Trust for Scotland passes must be used by 30/06/2025. Wrap Up Draw: 09:00 11/03/25 – 23:59 11/06/25. All entries received during the Wrap Up Draw Period will be entered into a Prize draw for the chance to win 1 of 10 x £50 cash Prizes. Max 1 entry per person per day. Max 1 Instant Win and 1 Wrap Up Draw Prize per person. Single Prize pool across all promotional products. See www.joy-pepsico.eu/en-gb/promotions/quaker/daysout for full T&Cs and Prize details. Promoter: Walkers Snacks Ltd, 450 South Oak Way, Green Park, Reading, RG2 6UW.
**Quaker Original, Golden Syrup, Apple & Blueberry, Raisin Cranberry Apple, Caramelised Biscuit and Chocolate sachet SKUs
