Quaker Oats: Global Campaigns, Local Flair 

In recent years, marketers have seen a shift in the digital landscape. Brands are now seeking ways to balance performance-focused strategies with robust brand-building initiatives. The consumer packaged goods (CPG) giant, Quaker, is one such company making this shift. 

Over the past 18 months, Quaker has aimed to refine its global brand positioning and narrative. Ciara Dilley, the Vice President of Marketing for Quaker, emphasizes a desire to inspire "passion" for the brand among a new generation of consumers. The PepsiCo-owned brand's efforts have resulted in the rollout of a fresh global brand positioning strategy, beginning with Canada and Latin America (LATAM), later expanding into markets like the United States. 

“At Quaker, we firmly believe that great advertising has global appeal when brands can craft ideas that resonate across markets," explained Dilley. "A well-executed campaign transcends borders...it makes the consumer in Canada, China, or England feel understood and connected to the brand.” 

"You've Got This" – Quaker's Debut 

Quaker's new global campaign, titled "You've Got This," launched in Canada and LATAM earlier this month. It features cinema, television, social media, and digital placements. At the heart of this campaign is a universal story – a father-son bond nurtured over years of shared oatmeal breakfasts. The narrative takes a poignant turn with the father's passing, and we witness the son carry on the tradition with his own child. The BAFTA-winning Charlotte Wells brings her directorial touch to this campaign. 

To ensure its global impact, Quaker skillfully tailored iterations of the campaign to reflect how consumers use the product differently around the globe. From language adjustments to nuanced changes in product shots and packaging, Quaker meticulously adapted the ad to suit diverse markets. Alongside the commercial, the company developed a range of video and static assets for TV, cinema, digital, social, print, out-of-home, and radio formats. These were translated into English, Spanish, and French, ensuring coverage across the target regions. 

Collaboration and Localization 

Quaker's global and local brand teams worked in concert to bring this idea to life while media spending strategies were managed with local budgets tailored to each market. Both Canada and LATAM serve as testing grounds for the campaign before a broader release. Dilley explained that testing in a specific market for a season is often a standard practice before expanding a campaign. 

While exact figures were not disclosed, it seems Quaker favors a blend of traditional and modern advertising channels. MediaRadar data from 2023 indicates 51% of ad spend went to cable and broadcast TV, with the remaining 47% going towards digital formats. Figures for January 2024 suggest an even higher concentration on TV (78%) compared to digital (22%). 

"We're returning to our roots, re-evaluating our brand image, and expressing it to resonate with modern consumers," Dilley shared. "Even with the constant stream of digital messages in today's world, we know that empathy, love, and respect remain the foundations of a strong brand." 

Expert Insights 

The increased emphasis on brand building and Quaker's "test and learn" method are applauded by brand consultants. 

"Great brands maintain a consistent spirit across locations, but not necessarily identical content," said Carolyn Griffin, Strategy Director at Siegel+Gale. "Quaker understands the importance of a nuanced global message that resonates locally." 

Balancing Global and Local: Why This Strategy Works 

Griffin further highlights that in today's world, we're not seeing a surge of purely "global" platforms per se. Instead, there's a greater understanding of the power of global ideas with localized execution. “Quaker demonstrates this perfectly by prioritizing regional testing. This approach allows them to refine and strengthen their message for maximum impact," she added. 

Allen Adamson, founder of the renowned brand consultancy Metaforce, agrees. He underlines the complexities of crafting a truly global message. For marketers, it's about connecting with different cultures. 

"Tailoring a message to resonate across diverse markets is a delicate balance," Adamson explained. "Brands like Quaker need to be highly sensitive to cultural nuances and how different audiences interpret their message." 

The Importance of Iteration 

The focus on "iterative approaches" is a smart strategic move for companies aiming to expand globally. It allows for fine-tuning of both message and execution. 

"In an ideal scenario, a global campaign is more like a framework with flexibility built in," said Griffin. "It's the local markets that ultimately bring the magic to a campaign, making it feel like it was created just for them." 

This measured rollout approach isn't unique to Quaker. Companies like Coca-Cola, McDonald's, and Nike are known for their ability to create impactful campaigns with global reach that still feel authentic to local audiences. 

Data-Driven Refinement 

Modern marketers have the advantage of robust data and analytics. For companies like Quaker, this data offers invaluable insights into the campaign's performance in each initial market. 

"Data is our partner in global expansion," Dilley said. "It gives us both quantitative and qualitative feedback on how specific audiences engage with our content. From there, we can refine the narrative and creative elements to maximize resonance before taking the campaign to a broader stage." 

This "test and learn" mindset, fueled by accurate data, is likely to become the norm for major brands seeking a global footprint. It reduces waste in advertising budgets and increases the chances of connecting authentically with consumers around the globe. 

Beyond Advertising: The Importance of Product 

Dilley stresses that product innovation is equally important alongside advertising efforts. Quaker frequently launches new products and flavors tailored to different markets. While the core brand values remain consistent, localization extends to the items on store shelves. 

"A mother in Mexico might prefer a sweeter, fruit-infused oatmeal, while a consumer in the UK could lean towards more traditional porridge flavors," Dilley explained. "These seemingly minor details go a long way in building a positive, localized brand experience." 

The Road Ahead for Quaker 

Dilley is optimistic about Quaker's global outlook. The brand has a long and beloved history in many markets. However, evolving consumer habits and the increasingly competitive CPG landscape demand constant adaptation. 

"We're not afraid to be bold with our ideas, and we trust that our core message of warmth, nourishment, and family resonates across cultures," Dilley said with a note of confidence in her voice. 
 
 Quaker's History: A Timeless Brand 

The Quaker Oats Company has a rich history dating back to 1877. The iconic Quaker man, adorned in traditional garb, has become a globally recognized symbol of quality and integrity. This visual identity has remained largely consistent over the years, offering a sense of heritage and familiarity across the brand's global presence. 

However, the brand hasn't remained stagnant. In recent years, Quaker has faced scrutiny over its logo. Some critics argued that the Quaker man image had outdated, racially insensitive undertones. While the company maintained that its mascot was not a literal person but rather a symbol of goodness and wholesome values, this controversy sparked a period of introspection. 

In 2020, Quaker announced it would be retiring the Quaker man from its logo, a significant shift for such a historic brand. This decision was met with both support and criticism, showcasing the challenges of adapting a legacy brand for contemporary sensibilities. 

Balancing Tradition with Relevance 

Dilley spoke candidly about the challenges of balancing heritage with modern relevance. "We respect our roots, but we can't be afraid to evolve. At times, that might mean re-examining long-held visuals or messages to ensure they align with how we want the brand to be perceived today," she said. 

While Quaker's mascot might undergo changes, the company's dedication to wholesome, nutritious products remains a constant. They've expanded their product lines to include gluten-free options, on-the-go snacks, and a variety of flavors catering to a diverse range of tastes. 

Sustainability and Social Responsibility 

Modern consumers, particularly younger generations, demand more than just quality products from brands. They expect environmental stewardship and ethical business practices. Quaker is cognizant of this shift and has taken steps toward incorporating sustainability throughout its operations. 

"We're committed to sustainable sourcing and minimizing our environmental impact," Dilley affirmed. "From the fields where our oats are grown to the packaging on supermarket shelves, we're constantly exploring ways to reduce waste and optimize our practices." 

Beyond environmental initiatives, Quaker also partners with various charities and organizations focused on issues like childhood hunger and access to education. Dilley believes that demonstrating a commitment to social good deepens a brand's connection with consumers. 

Technology and Consumer Engagement 

Quaker recognizes that the ways people interact with brands have transformed in the digital age. They actively use social media platforms to build community and engage directly with consumers. 

"Social media gives us a two-way dialogue," Dilley said excitedly. "We can share recipes, connect with families who enjoy our products, and get real-time feedback. This helps us stay close to the people we ultimately serve." 

Quaker also leverages technologies like augmented reality (AR) to create more interactive and playful product experiences. Recently, the brand launched AR features on packaging that offered consumers creative ways to engage with their oatmeal beyond just preparation and consumption. 

"Our goal is to be where our consumers are, in ways that are meaningful and exciting," Dilley said. "Technology offers a lot of untapped potential in that regard." 

Challenges and Opportunities 

Like any major global brand, Quaker faces its share of challenges. Dilley acknowledges the increased difficulty of cutting through the noise in today's highly saturated media landscape. 

"Consumers are bombarded with messages all day long," she said. "To create campaigns that inspire and truly connect, we have to be exceptionally thoughtful about our approach and the channels we use." 

Health trends pose another challenge, with evolving attitudes towards processed foods and sugary or high-carb ingredients. Even though Quaker prioritizes whole grains and offers numerous options, they continually have to adapt to shifting consumer preferences. 

"We embrace a 'continuous improvement' mindset with our product line," Dilley stated. "From exploring ways to reduce sugar content to incorporating exciting new ingredients, we're committed to making our offerings both nutritious and delicious." 

Partnerships and Collaborations 

One of the creative strategies that Quaker employs is joining forces with other brands and influential figures. This taps into different audiences and brings fresh perspectives to the table. 

For example, past collaborations have seen Quaker team up with celebrity chefs to develop novel recipe ideas centered around their products. They've also partnered with lifestyle influencers to promote unique uses for their oats beyond traditional breakfast scenarios. 

"Collaborations are a powerful way to inject vitality into our brand," Dilley explained. "They help us reach new demographics and demonstrate our versatility in the kitchen and beyond." 

The Future of Quaker Oats 

Dilley is optimistic about the road ahead. "Quaker has endured for over a century because we consistently deliver on our promise of quality. Now, we're focused on bringing that legacy into the 21st century with a global approach, innovative products, and a deeper connection to our consumers," she said. 

The company plans to continue expanding its global presence, focusing on emerging markets where the demand for convenient, nutritious food options is rapidly increasing. Additionally, Quaker is investing heavily in research and development around plant-based alternatives and exploring new functional food additions to their existing product lines. 

Dilley sees opportunities to transform Quaker into a truly holistic brand. "It's not just about the oatmeal on your table," she explained. "We want Quaker to represent a healthy, positive lifestyle from the food we eat to the way we connect with our families." 

A Brand with Heart 

At the core of Quaker's current transformation, there remains a simple yet enduring message. "Nourishment, warmth, and the idea of starting your day with goodness – these things are universal," Dilley asserts. "It's our job to translate that core essence of Quaker into campaigns that spark joy and create a sense of belonging around the globe." 

Beyond Breakfast: The Versatility of Oats 

While Quaker Oats is synonymous with breakfast for many consumers, the company actively promotes the idea that oats are a versatile ingredient with far broader applications. 

"Oats are a blank canvas for creativity," said Dilley. "They can be sweet, savory, incorporated into baked goods, used as a healthy smoothie booster...the possibilities are endless." 

Quaker's website and social media channels now feature a wide range of recipes that challenge traditional breakfast expectations. Savory oat bowls, overnight oat bakes with seasonal fruit, and even oat-based protein bars are just a small sample of the brand's push to elevate creative uses of their products. 

Furthermore, Quaker recognizes the increased interest in home-cooked meals, sparked in part by the global pandemic. This has led them to emphasize the simplicity and accessibility of their products for busy families and individuals seeking quick, nutritious options. 

Data-Driven Insights and Evolving Consumer Habits 

Dilley stresses the role of data analytics in their strategic planning. "We track everything from social media engagement to sales trends across different markets," she said. "Data allows us to identify emerging habits, potential new products, and where shifts in messaging might be needed." 

For instance, data revealed an uptick in searches for "immune-boosting recipes" during the pandemic. In response, Quaker highlighted the ways oats support a healthy diet and developed content around enriching oat-based meals with vitamin-packed ingredients. 

Quaker also acknowledges that consumer habits can be influenced by cultural factors. For example, in certain Asian countries, oats might be frequently consumed in savory porridge dishes with vegetables, while in North America, the sweeter breakfast format is more dominant. 

"Understanding these regional preferences allows us to tailor our content and even experiment with new localized product additions," explained Dilley. 

The Power of Storytelling 

While data is crucial, Quaker's leadership believes the heart of a great brand lies in powerful storytelling. Ultimately, advertising campaigns need to resonate emotionally to make an impact. 

"We want people to see themselves in our campaigns," said Dilley. "Whether it's a busy single parent making oatmeal for their child, or friends bonding over oat-based pancakes on a weekend morning – we tell stories that capture relatable everyday moments." 

The company's current "You've Got This" campaign is a strong example of that emotional storytelling. By showcasing a universal bond between a father and son, and the way that simple food connects generations, the campaign strikes a chord with audiences across cultures. 

Looking Ahead 

Quaker shows no sign of slowing its global expansion and innovation efforts. The brand is a prime example of how a heritage company can effectively navigate the changing landscape of modern marketing. By combining global ideas with meticulous regional execution, Quaker aims to nurture brand loyalty among generations of consumers around the world.