How Quaker is fortifying its omnichannel experience for its Muesli foray

Quaker, one of India’s leading brands in the breakfast cereal category and world leader in the Oatmeal segment, has launched an unique campaign, called ‘Ab Breakfast Ko Banao Unskippable Breakfast’. In support of the campaign, three videos have been released that demonstrate how adding the wholesome, delectable, and simple-to-make Quaker Oats Muesli to one’s breakfast can turn it into a regular part of people’s everyday lives.

In the opening scene of the first movie, a family is seen rushing through breakfast and the morning rush in an effort to do everything at one go. In contrast, the protagonist of the second movie skips breakfast to start the day, which makes him angry when he gets stuck in traffic in the city. The third movie depicts the professional problems of a lady attempting to stay awake during a work meeting while feeling low on energy as a result of her unhealthily prepared breakfast.

In the films’ climactic reveal of the benefits of five grains – oats, wheat, maize, barley, and rice – along with fruit, nuts, and seeds, Quaker Oats Muesli is positioned as the perfect breakfast choice for individuals juggling busy morning schedules. This oat-a-licious product combines a delectable flavour with convenience and is a fantastic source of protein and fibre. With two flavourful variants – Fruit & Nut and Berries & Seeds – it provides a nutritious start to the day with a crunchy, multi-textural, and wholesome experience. It was created to provide “Fuel For The Real Fit”.

In conversation with Adgully, Sonam B Vij, Associate Director and Category Head – Quaker, PepsiCo India, speaks at length about the newly launched muesli category, the campaign strategy, and much more.

“Quaker is one of the leading brands in the oats segment, but within the BFC category, there is a space that we thought we needed to expand. Given the upward trend of people moving towards healthier choices and lifestyle, we thought that this was the opportune time to bring out a product in the RTEC category. Muesli was the product that we were thinking about for some time now and we felt that this was the right time to do it.”

Speaking about the launch, Vij said, “We started with a digital-first approach, but as consumers are everywhere, so it’s an omnichannel experience that we are looking at to provide our consumers. Hence, we are going to be present in e-commerce, modern trade and retail.”

About the markets, she noted, “We are going to start by being present in some of the top cities and top markets for now and then penetrate further step by step.”

On the new campaign, she remarked, “We have launched our campaign – ‘Ab breakfast ko banao unskippable’ – with three interesting TVCs. We did some research and found out that 44% of people were skipping breakfast and that is how we started thinking about how we get consumers to start consuming breakfast, which is the most important meal of the day. So, we aimed to address this with the launch of Quaker Oats Muesli and the subsequent campaign.”