The activity, which breaks in January and runs for two months, is focused on inspiring the nation to get imaginative with their porridge toppings and flavor combinations.
‘Go Forridge’ features a 30-second TV commercial, in addition to social and digital media, that sees breakfast eaters exploring the taste possibilities that lay just a few feet away in their own cupboards, fridges and freezers.
The campaign aims to convert those that don’t normally think of porridge as their go-to for breakfast as a viable option that is both versatile and tasty. This addresses the finding that, although Quaker is the second largest brand within the cereals category, 55% of those looking for breakfast simply don’t think about porridge.
Elizabeth Ashdown, UK Senior Marketing Manager for Quaker, said: “Our new ‘Go Forridge’ campaign was borne out of the insight that consumers want to be healthy, but they don’t want to compromise on taste or spend ages creating the perfect breakfast. They want shortcuts to better choices and a delicious healthy breakfast to be more effortless.”
“This campaign marks a shift in creative direction for the brand, which is centered much more on emotion. It injects some personality into breakfast time with moments of observational humor that we can all relate to in our own kitchens.”
Brenda Frixa, Managing Partner at AMV BBDO, said: “Quaker have moved their brand on significantly with the new ‘Go Forridge’ campaign, from predictable category advertising to something that feels exciting and different. This work will inspire a new generation of porridge eaters to have a go a creating their own delicious toppings.”
Quaker is also launching an on-pack promotion, exclusive to sachets, that gives shoppers the opportunity to win an Amazon Echo Show 5, every day. AMV has created assets for VOD, YouTube, Instagram, Facebook, and an Alexa skill.