Oat market leader Quaker Oats has thrown their delicious product in the mix to show TikTok how the baked oats trend is really done. One of many culinary moments to hit the social platform recently, it presented the perfect opportunity to get the brand on board and join in the conversation. It also offered the perfect moment to launch Quaker’s latest recipe led campaign #ItStartsWithQuakerOats, showcasing just how tasty and versatile Quaker Oats can be.
In keeping with the production design of TikTok and Instagram reels, Coolr created a series of three recipe videos specifically for these formats. To keep the feel authentic the team used shooting techniques that are popular on TikTok: POV shots, jump cuts and native text supers as well as editing the films directly on the platform.
Although the campaign is being used to launch Quaker Oats’ TikTok channel, the campaign will run across Instagram, Facebook and Twitter as well with a branded hashtag challenge and influencer activations planned for the coming weeks.
Danielle Mendham, Senior Brand Manager at Quaker Oats said, “As the oat market leader, we felt that Quaker was in prime position to share our very own recipes to inspire within the oaty conversation.”
Lauren Sarginson, Senior Account Director at Coolr added “With over 284million views on the hashtag, Baked Oats is the latest culinary craze to hit TikTok and it was too good an opportunity to miss. Going from pitching the idea to posting in just over a week shows just how agile a brand can be.”
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