Quaker Oats Honours Everyday Heroes in Touching Film

Quaker, the trusted brand that has been a cornerstone of good mornings around the world for almost 150 years, is unveiling its first-ever global platform titled ‘You’ve Got This,’ celebrating everyday people who awaken the potential in others.

Quaker is fuelling the unsung heroes who give us the strength and nourishment we need to take on the days that matter most. The campaign marks a reset for the brand that will be brought to life through a range of initiatives championing everyday heroes, including a visually captivating television commercial directed by BAFTA award-winning director Charlotte Wells.

Ciara Dilley, vice president of marketing, Global Foods Group at PepsiCo, “Quaker has long been a beloved, potential-filled brand within the PepsiCo portfolio, and ‘You’ve Got This’ is the breakthrough creative platform we need to mark the brand’s next chapter across the globe. As a brand with a storied history of nourishing potential in others, we are thrilled to partner with Charlotte Wells to celebrate the unsung heroes who inspire greatness in all of us.”

The ‘You’ve Got This’ platform, created with Uncommon Creative Studio, spotlights the beauty of everyday heroes on the days that matter most. It’s on those big days in which a small gesture, a word of encouragement, or a comforting bowl of oatmeal from someone who is always in our corner makes all the difference. These everyday heroes remind us that we all have it within ourselves to take on whatever we want in life - sometimes we just need some help believing it. In the acclaimed filmmaker’s first commercial film, Charlotte Wells beautifully captures the spirit of this campaign.

Charlotte Wells, director, “Familial bonds, the joy and ache of time passing, of growing up and growing old - these are themes that are constantly on my mind, and which were front and centre in this script.”

The emotionally compelling short film follows a father and son as they navigate life’s stages together, from childhood to adulthood. Throughout the story, the father offers small acts of support, words of encouragement and bowls of Quaker oatmeal to his son, giving him the strength he needs to take on the days that matter most. As time passes, the son eventually has a child of his own, and he reflects on the impact his own father had on his life. He shares a bowl of Quaker oatmeal with his son, realizing it is now his turn to be the reassuring presence, the unsung hero.

The longform version of the commercial has been adapted for local markets around the world to best suit the consumer rituals and habits in those markets. ‘You’ve Got This’ is also the first-ever fully personalised omnichannel campaign for Quaker including out-of-home, print and mobile/digital advertising allowing for a highly customised creative experience across all consumer touchpoints.

Lucy Jameson, co-founder of Uncommon Creative Studio said, “This work really celebrates and brings to life the universal role Quaker plays in our everyday life through an emotional story of a father and a son’s relationship. This is the start of a much broader strategic platform for the brand, and we can’t wait to see this flourish globally this year.”

The Quaker ‘You’ve Got This’ campaign is currently airing across Canada and Latin America in cinemas and on TV, digital and social media with plans to expand to additional markets throughout 2024.