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Quaker Encourages the UK to ‘Go Forridge’ for Topping Inspiration

AMV BBDO encourages consumers to get imaginative with their porridge toppings and flavour combinations

Quaker Encourages the UK to ‘Go Forridge’ for Topping Inspiration

PepsiCo brand Quaker Oats has partnered with creative agency, AMV BBDO, to launch its latest advertising campaign.

The activity, which breaks in January and runs for two months, is focused on inspiring the UK to get imaginative with their porridge toppings and flavour 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 centred much more on emotion. It injects some personality into breakfast time with moments of observational humour 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.

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Project: Go Forridge

Client name & job title: Sarah Cumming, Senior Marketing Director

Brief (in one line): Change perceptions of porridge by showing how easy it is to make it delicious.

Creative Agency: AMV BBDO

Creative Director: Alex Grieve

Copywriter: Ben Smith

Art Director: Dan Kennard

Agency Planner: Henry Gray

Agency Account Team: Leona McNally, Samuel Biss, Dylan Blakey-Milner

Agency Producer: Yvonne Clayton

Media Agency: OMD

Media Planner: Emma Myers

Production Company: HLA

Director: Simon Rattigan

AMV Interactive: Chris Jones (creative), Rosie Stipic (producer)

Production Co. Producer: Tim Daukes

Post-production Company: The Mill

Business Affairs: Ashley McLeod

Category: Breakfast , Food

Genre: Comedy , Tabletop