Quaker stays focused on family in new national effort

'Don't Question Yourself' honours parents' decisions and staying the course

Quaker Canada is urging parents to stop doubting their decisions and remain faithful to what really matters with a newly-launched national campaign.

“Don’t Question Yourself,” developed by the brand’s creative agency, BBDO Toronto, builds on Quaker’s 2015 “Goodness Starts Today” campaign, which also focused on family values and the importance of focusing on the good in one’s life.

A video created for that campaign, tilted, “The Recital” went viral, and has racked up nearly eleven million views on YouTube to date.

“Don’t Question Yourself” launched in late January with a 30-second spot entitled “Unquestionably Good.” The ad, which is currently running on TV and online, centres on three sets of parents who question some of the choices they’ve made in raising their kids.

“This campaign was developed around the key insight that everyone, especially parents, question the decisions they make every day but that staying true to what matters is what is most important,” Adam Day, Quaker’s senior marketing manager at Pepsico, told Marketing.

“This sentiment resonates with Quaker because despite constantly changing food trends throughout the years, we have stayed true to using the highest quality, 100% Canadian whole grain oats since 1902, because that is what matters to us,” he said. “We are proud of this commitment as it has made us a trusted and loved partner to Canadian families every day.”

The campaign is slated to run until the end of the year, and will include multiple executions featuring a variety of Quaker products. Planned elements include an integrated digital strategy, in-store activations and three additional TV spots.

OMD handled the media buy, while Match Marketing Group will be responsible for the brand’s forthcoming in-store activations. The same creative is running in Quebec.

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