How Quaker is strategising to resonate with a younger demographic

Quaker, one of the leading players in the oats segment, has launched a new TV campaign featuring Sidharth Malhotra and Kiara Advani to introduce its latest innovation – Quaker Instant Oats. The launch is an extension of Quaker’s 146 years of nutrition expertise and emerges as an effortless and tasty snack solution.

In conversation with Adgully, Sravani Babu, Associate Director, and Category Lead - Quaker, PepsiCo India, speaks at length about the latest TVC featuring Sidharth Malhotra and Kiara Advani, the meticulous crafting process behind the new flavours launched by Quaker Instant Oats, evolving consumer behaviour, the performance of Quaker Oats in 2023, and much more.

What was the strategic thought behind launching Quaker Instant Oats, particularly the emphasis on convenience and flavour?

Quaker has been at the forefront of nutritional expertise for 146 years globally. A strong consumer understanding has been the backbone for the brand growing into one of the leading oats brands in India. Since its launch in India in 2006, the brand has introduced various category-first innovations. With the launch of new instant oats in three flavours at attractive and convenient price points, Quaker envisions to further increase its penetration in India. The instant oats will be made available on modern trade and Mom & Pop shops along with e-commerce and all leading quick commerce platforms, helping expand its oats footprint in India.

Could you tell us more about the latest TVC with Kiara Advani and Sidharth Malhotra and how does it align with the brand’s image?

The choice of Kiara Advani and Sidharth Malhotra as brand ambassadors aligns with Quaker’s deliberate strategy to resonate with a younger demographic. Both Kiara and Sidharth personify vibrancy and a dedication to a well-balanced lifestyle, making them influential figures that connect authentically with today’s generation. Their partnership with Quaker reinforces the brand’s commitment to advocating the nutritional benefits and scrumptious taste of oats, reflecting shared values, and emphasising the brand’s message of wellness and wholesome living.

Through our film, we not only showcase how seamlessly Quaker Instant Oats integrates into your daily routine, but that it does so without compromising on taste. Just like Kiara and Sid, embark on this oat-a-licious journey that makes ‘nutritious’ synonymous with ‘delicious’ in every bite.

What is the media mix for this campaign and which agency was involved?

Our creative agency is Leo Burnett. Not limited to a TVC, the Quaker Instant Oats campaign will be brought to life through a comprehensive 360-degree surround campaign.

Quaker Instant Oats boasts diverse flavours like Herby Cheese, Masala Magic, and Mixed Berries. Could you elaborate on the meticulous crafting process behind these flavours and how they align with the goal of providing a delightful variety for different taste profiles?

Quaker’s global presence indeed showcases a diverse portfolio of products in various varieties and flavours. Internationally, we leverage our vast experience and understanding of consumer preferences to bring forth innovations that cater to a wide spectrum of tastes. This global insight is a driving force behind our strategy to expand the portfolio in India, ensuring that Indian consumers receive a similar level of variety and choice. Our 146-year legacy has consistently pioneered flavourful food innovations to suit the preferences of our consumers. The decision to launch Quaker Instant Oats, with three exciting new flavours - Herby Cheese, Masala Magic, and Mixed Berries - is a prime example of our commitment to aligning with international standards while catering to local tastes.

Made with the goodness of wholegrain oats, a blend of spices, and teamed up with crunchy real veggies and fruits, Quaker Instant Oats are packed with protein, rich in fibre, delivering whole grain energy in a matter of minutes. The product encapsulates convenience and taste in a single serving, making it an ideal choice without compromising on taste.

Furthermore, our unique selling proposition of being ready in just 3 minutes aligns seamlessly with the fast-paced lifestyles of Indian consumers. This swift preparation time offers a quick and convenient solution without compromising on the quality, flavour diversity, and innovation that Quaker is globally known for.

Given the fitness-oriented features of Quaker Instant Oats, how do you foresee this product resonating with the health-conscious consumer segment, balancing nutritional benefits with taste?

As a brand, we have witnessed a growing preference and inclination towards healthier eating habits over the past few years. We are confident that Quaker Instant Oats offers the perfect wholesome, nutritious and quick mid-day snack.

How has the performance of Quaker Oats been in the year 2023? Any specific consumer behaviour that you noticed?

One of the aspects that we observed is mindful indulgence, wherein people are seeking indulgence while gracefully embracing mindful intelligence. Indian consumers desire a blend of wholesomeness, nutrition, and health without compromising on taste. They want it all, and they want it quickly. There’s a subtle factor they associate with this as well. This is reflected in our communication, highlighting the beauty of nutritious oats made delicious, without the guilt of compromising on taste. The ad conveys the idea that you won’t even realise you’re consuming something so tasty that it feels like a departure from traditional dieting. The advertisement captures this trifecta, emphasising that the product is not only delicious, but also easy to make in just three minutes – a perfect addition to your daily routine. We aimed to encapsulate this perfect combination in our communication strategy.

What does the road ahead for Quaker Oats look like in 2024?

There are two parts to our outlook for 2024. While we have a regular portfolio of multigrains, we are increasingly seeing people using it as a versatile ingredient in a variety of dishes. It’s not just the regular porridge; they are also making cheelas, idlis, and many other things, making the nutritious oats tasty. Additionally, with instant oats, we are making nutritious oats tasty for you.

So, I would definitely say that I want to go ahead with the tagline – ‘Nutritious Oats Ab Banne Delicious’. That’s something we believe in.