Ameera, Francesca, Isaiah, Margot & Rachel

Although consumers believe breakfast to be the most important meal of the day, half of the US population suffers from chronic fatigue.

Quaker Oatmeal sales are going down because people are not taking the time out of their day for breakfast.

➢ A family-oriented brand that appeals to the type of consumer who is budget- and health-conscious, suitable for all ages

➢ There is currently an open opportunity to build a relationship with a different type of consumer...

Observations on Quaker Oats Company

A health conscious 18- to 40-year-old entrepreneur who values self-care but has no time to sit down and have breakfast in their hectic schedule.

The perpetually overbooked, the metropolitan professional.

The Perpetually Overbooked

Overall Target Profile

➢ Female and Male (ages 18- to 40-years-old)➢ Live primarily in urban areas or technological, social,

and/or cultural hubs➢ Has a full-time career as a student or industry worker,

a hectic lifestyle➢ Spends at least $100 on groceries per month➢ Cares about fitness and nutrition➢ Needs energy throughout the day, hard-worker

“I usually get things for breakfast that are

basically pre-made, that way I can just grab it,

eat it, and go.”

What People Eat for Breakfast

“I buy my breakfast so I can eat it in class or at

work, this means sometimes I end up eating later, but at

least I’m eating something.”

“I’m more budget-conscious so I

buy only what I know will keep me energized throughout the day.”

“I’m always running late in the morning so

all I have time for is coffee.”

“My go to breakfast is either oatmeal or

scrambled eggs, both pretty fast and easy

to make.”

“I like something that is quick and easy to hold

when I’m walking around the city.”

➢ 62.5% of the people asked to record their breakfast did not eat breakfast on a regular basis

➢ 100% of responses believe that breakfast is the most important meal of the day ○ 93% of Americans think breakfast is important but 56% skip

breakfast everyday➢ Interviewers said oatmeal & Quaker Oats bring back nostalgic emotions,

but they think it takes too long to prepare.

Interview Responses and General Observations

To convince the perpetually overbooked to think of Quaker food products when they are on-the-go and on-the-rise, and that Quakers Oats will provide them with more than enough energy to get the job done and more.

The Objective

Don’t have the time for breakfast? Don’t have energy throughout the day? Quaker Oats is the answer!

Mood Board

I need something stronger

than coffee!

presents

Quaker Oats:It’s Always in Season.

The Campaign

Preferably released during NYFW and inspired by the 2006 American comedy-drama film ‘The Devil Wears Prada.’

➢ One 30-second television advertisement; and

➢ Two 6-second sponsored advertisements that will play on Instagram and YouTube; and

➢ Print advertisements placed in public transportation stations and vehicles

➢ Possible partnership with NYFW and nonprofits that promote healthy eating/nutrition and body positivity

➢ #ItsAlwaysInSeason

Campaign Storyboard

A rushing Emily (Emily Blunt) is racing around the busy streets of NYC. She needs to finish her morning errands, and needs more energy to do so! She stops at a coffee shop to order and drink a cup of coffee.

In the same amount of time, a nonchalant Andrea (Anne Hathaway), equally as busy but much more relaxed, makes her Quaker Oats breakfast and eats it on-the-go.

30-second television advertisement

Running around, with coffee in hand, a tired and worn out Emily receives a call from her boss, Miranda (Meryl Streep), telling her to hurry up with the scarves. As she tries answer her phone, Emily finds herself in a situation that sends Hermés scarves flying into the air. Andrea is passing Emily as the event unfolds.

If only she had had breakfast this morning that gave her enough energy to complete her morning errands.

In reaction to this event, Andrea quickly finishes her the last bite of her Quaker Oats and runs over to help Emily up while catching the scarves in the air simultaneously. Wow! She clearly has a lot more strength and endurance thanks to her breakfast!

“The Devil Works Hard. Quaker Oats Works Harder.”

Uses feature flips from ‘TDWP’ to emphasize the lack of nutrition and as a result, energy you have throughout the day -- Quakers is the quick fix solution that will give you the energy you need to get through the day

Demonstrated through two POVs

1. Emily’s not eating properly -- results in a poor quality of work

2. Andrea’s properly feeding herself -- results in a more energized personality and success in her career

#ItsAlwaysInSeason

I’m on this new diet. Well, I don’t eat anything and when I feel like I’m about to faint, I eat a cube of

cheese.Me? I just need Quaker Oats.

It’s always in season.

Campaign Storyboard for Instagram

Campaign Storyboard for YouTube

On screen: Emily rushes around NY, she is chugging that cup of coffee but it’s no use. Narrator: “Emily had a cup of coffee and is running low on energy.”

On screen: Andrea walking with bags on her shoulder while eating Quaker Oats on the go. “Andrea, on the other hand, had Quaker Oats for breakfast and is able to juggle all of her responsibilities and more.”

On screen: Emily trips on a sidewalk crack while scrambling for her ringing phone and scarves fly everywhere.

Narrator: “Don’t be like Emily.”

On screen: Andrea saves the day by catching all the scarves and helping Emily up before (fashionably) going on her way.

Narrator: “Be like Andrea and eat Quaker Oats for breakfast. It’s always in season.”

Print Advertisements

The Devil Works Hard. Quaker Oats Works Harder.

The Devil Works Hard. Quaker Oats Works Harder.

It’s Always in Season.

The main focus of the advertisement is on proper nutrition of the body. However, quotes from the film create a secondary focus on body positivity. This opens up an additional opportunity for Quaker Oats to partner with events and organizations in order to better their communities, such as:

➢ NYFW➢ Feeding America➢ The Body Positive

Social Responsibility

The Body Positive

The Body Positive teaches people how to reconnect to their innate body wisdom so they can have more balanced, joyful self-care, and a

relationship with their whole selves that is guided by love, forgiveness, and humor.

During the duration of the time that the “It’s

Always in Season” advertisements run, Quaker Oats will donate 5% of their Quaker Oats

“to-go” breakfast product sales to The Body Positive campus training programs.

User Journey Map

DIGITAL TOUCHPOINTS

PHYSICAL TOUCHPOINTS

Awareness Consideration Purchase Service Loyalty

User Journey Map Explained

Consideration

Purchase

Loyalty

AWARENESS

CONSIDERATION

PURCHASE

LOYALTY

● The “Devil Wears Prada” commercial will serve as creative that is intended to capture the interest of a young, and cosmopolitan audience via users interaction with creative through Print, Youtube and Instagram.

● By referencing a culturally iconic moment, while simultaneously highlighting the positive benefits, we intend to capture our target market’s attention with our creative play on a nostalgic and iconic scene.

● This strategic alignment should capture our target audiences attention, in turn driving the consumer intent or consideration to purchase the item.

The Devil Wears Prada is based in New York City - a city that is not only synonymous with glamour, rush and expediency, but also stress. We want to target individuals who find themselves in a busy environment, whether it be a college campus or the streets of Manhattan. The Devil Wears Prada creates a perfect visualization of this busy lifestyle, while still maintaining a sense of humor and level of relevance within the target audience.

Individuals, specifically in the fashion industry, are constantly under public scrutiny, which is why we chose The Devil Wears Prada storyline. This ad sends a message to consumers that they should not sacrifice their health, time, or energy for their career. You come first. We want to preach to the consumers who struggle with work-life balance that by eating Quaker Oats for breakfast they can manage both.

Instead of asking “How can we have it all?”, we want to encourage consumers to ask “How can we do it all?” Our answer: Quaker Oats.

Why The Devil Wears Prada?

Quaker Oats? For Breakfast?