Quaker Oats Selects Uncommon as Lead Creative Partner

Following a competitive pitch, Uncommon has been enlisted by PepsiCo’s Quaker Oats as lead agency partner. Uncommon has been set the brief to create a more meaningful presence connecting to brand to culture through strategic and creative services. This represents a reset moment for the brand as it seeks to drive penetration with consumers.

The creative partnership will aim to drive fame and emotion into the Quaker brand with the ambition to connect to new audiences as well as reaffirming connection with existing consumers. Uncommon will be creating a new core brand platform in the UK launching in 2021 – which will encompass a fully integrated creative campaign.

Quaker is one of the leading brands in the UK cereals category, and the number one brand in the hots segment. The Hots segment has historically been the growth engine of the Cereal category, led by Quakerinnovation in convenience formats, but the brand wants to strengthen its credentials as the UK’s leading oats brand.

Corinne Chant, marketing director at Quaker Oats, said: “We were impressed by the strong thinking underpinning exciting creative routes, and are looking forward to working in strategic partnership with Uncommon to maximise the full potential of the Quaker brand in the UK.”

“Quaker are an incredible brand, with an admirable heritage." added Lucy Jameson, co-founder at Uncommon. "They are the market leader in the UK, but finding real purpose was the next step for their growth. We’re excited to help inject some love and gumption into their 2021 comms – so they seize their role in British cupboards and culture.”

The media account will remain with OMD.