US breakfast cereal brand Quaker is launching a new campaign. Owned by PepsiCo Inc. Quaker will have new television commercials, print and digital ads, billboards, bus and taxi signs. The campaign uses the slogan "Go humans go" and calls the whole grain oat a "super grain."
The company is also organising an event during which Quaker employees will give away a million bowls of oatmeal for free.
The campaign from Quaker comes as its parent company revamps its marketing for other well-known brands, including Gatorade sports drink and Pepsi Cola as a way to revive sales in a recession.
Quaker products include cooking oats, instant oatmeal, granola bars and the ready-to-eat cereals Quaker Life and Quaker Oatmeal Squares.
Quaker President Mark Schiller said that the campaign is really a message of health
Like other packaged foods, Schiller said some Quaker products are performing well in these tough times as consumers eat at home more and dine out less.
Quaker Foods North America had 2008 revenue of $1.90 billion, making up 4 percent of PepsiCo's total revenue and 9 percent of its Americas Foods business, which also includes Frito-Lay North America and the Latin America foods division.