Quaker pushes oatmeal diet via informercial
Hong Kong – Oatmeal brand Quaker has launched a series of infomercial-style TV campaigns to educate consumers about the benefits of including oatmeal in their daily diet.
The campaign features actress Esther Kwan (pictured) and pop singer Regen Cheung sharing how they balance their work life and leisure time, as well as some oatmeal recipes for a healthy diet.
Vill Lam, market development manager of Quaker Oats Asia, said the campaign aims to facilitate daily oatmeal consumption among Quaker’s core market - aged between 35 to 45, and raise interest among the younger generation.
Compared to Quaker’s previous campaigns, Lam said the objective this time is to call for action and change consumer behaviour instead of branding.
He added Esther’s tips for lowering cholesterol and building a healthy heart appeal to the middle-aged, while Regen’s healthy image appeals to the younger consumers who are more concerned with weight control.
The campaign is also supported by advertorials in print and online at portals including Yahoo! and ESDlife, as well as trade promotion at point of sale.
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