Quaker

Copy for national launch campaign

Quaker wanted to launch a range of cold oat-based cereals without any significant above-the-line support. As Quaker is traditionally famous for hot porridge, this would mean changing consumer perceptions about the brand too.

The creative idea revolved around an ice-cold milk bottle, arriving on your doormat in the morning, much like a daily milk delivery. My copy promoted an irresistible taste promise.

Over a 12-week post period, there was a sales uplift of +34.9% and the brand trialists were younger and more upmarket than Quaker’s traditional profile, indicating the campaign was broadening the consumer base. This won the Diamond Gramia for DM in 2008.