Malaysian Media Awards Winners Showcase

The Challenge
No.1 oatmeal brand Quaker primarily targets mothers. However, mothers are pressured to serve delicious meals and not “boring oats”. How can Quaker make oats exciting so mothers can make tastier and healthier meals with Quaker?

Insight, Strategy and the Idea
Insights show mothers have positive perceptions for oats but don’t know how to whip up an exciting dish with oats. Research additionally shows they surf the web for delectable and nutritional recipes. Thus, we strategized for Quaker to provide creative, nutritious oat recipes. Partnering with celebrity chef, Chef Sherson, Quaker created a unique TV cooking show, ‘OatsomenyaQuaker’. To make it real and engaging, we invited mothers as the show’s guests to cook with Chef Sherson and prepare exciting, mouthwatering meals using oats.

Media Execution
To go beyond an ordinary cooking show, we delivered the Quaker kitchen to mothers. Through a programmatic trigger-based sync technology, viewers of the show or promo received an online ad on their electronic device in real time. This ad directed them to our microsite to download the enticing recipes. Then, we transformed a food truck into a moving kitchen, “QuakerKitchenOnWheels”. We identified geo-locations in KlangValley with maximum viewership or web traffic and sent “QuakerKitchenOnWheels” to the identified areas. There, we demonstrated our creative oats recipes, drawing in consumers through the sights, sounds and smells of the cooking process and wowing their taste buds with samples of the dishes. “QuakerKitchenOnWheels” also went to morning markets and bazaars. Our distinct branding stood out from other food trucks and captivated market-goers. We further engaged Mama Chef to demonstrate quick and delicious oats recipes to consumers.

Results and Effectiveness
“QuakerKitchenOnWheels” travelled to 220 locations and distributed 19,990 samples within six months. 2,005 recipes downloaded during campaign period 7% sales growth. Past 7 Days consumption of Quaker Quick Cook increased by 33%