Quaker takes on lifestyle-oriented feel with new ‘Go go glow’ campaign in HK

Oats brand Quaker Hong Kong has partnered with creative agency Uth Creative Group to unveil a new brand campaign for its ever-popular Quaker Oatmeal series. Titled “Quaker go go glow,” the initiative launched on 21 March.

Quaker has long built its reputation on delivering functional benefits and maintaining a reliable image across diverse consumer segments. Over the years, the brand has successfully employed a product and feature-oriented strategy to solidify its standing in the market.

The new campaign retains these proven success factors while introducing an innovative dimension: the promise of achieving a radiant, healthy glow from within through a balanced diet. Supported by the vibrant theme line "Go go glow!" and executed in a lifestyle-oriented tone, this approach adds an emotional layer to Quaker’s core messaging around heart and gut health.

A spokesman from Quaker told MARKETING-INTERACTIVE that the campaign targets a mass audience, primarily families, as the product is suitable for family consumption. By blending functional benefits with aspirational appeal, the campaign offers a fresh perspective to attract a broader audience to the oatmeal category while staying true to Quaker’s established strengths.

To amplify the campaign, a 30-second TV commercial featuring Gigi Leung, a Hong Kong singer and actress, was created to promise an energetic, vibrant, and cheerful experience, distinguishing itself within its category. Despite juggling various roles as a mother, entrepreneur, and celebrity, Leung prioritises self-care, exuding a natural inner glow.

In addition to the TVC, the spokesman highlighted that out-of-home advertising, online channels, and below-the-line displays at supermarkets and pharmacies will be leveraged to enhance exposure. Quaker has also collaborated with a media agency on media planning and buying.

Simon Wong, general manager of PepsiCo Beverages Hong Kong, expressed, “We are thrilled to introduce this campaign that not only underscores Quaker's commitment to functional benefits but also brings a fresh perspective to our consumers. 'Go go glow!' encapsulates our dedication to promoting holistic well-being and radiance from within through our oatmeal products.”

Desmond So, chief executive officer of Uth Creative, said: "We are truly honoured to be part of this incredible team. It has been an exceptional experience collaborating with such a professional client who not only has a clear vision for their communication objectives but also deeply respects the expertise of our agency. As they say, it takes two to tango, and this partnership has been a perfect example of that synergy."

Don't miss: Quaker invites Malaysians to embrace healthier living in fun campaign

Back in May 2024, Quaker launched a fun campaign titled "Jom Quaker fit" (Let’s go Quaker fit) to encourage Malaysians to embark on a journey of self-care and self-improvement by managing their weight through a proper diet and a healthier lifestyle.

As part of the campaign, Quaker developed a 30-day recipe guide to help Malaysians explore healthier and yummy meal recipes with oats. Quaker also partnered with four social media influencers to make healthy eating and staying active fun through the 'Jom Quaker fit 30-day challenge'. 

The 'Jom Quaker fit 30-day challenge', co-created by fitness and nutrition-focused content creators, offers participants a structured program to help manage their weight. 

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