SITUATION
While Oatmeal is known in the West as a heart healthy food, in India, the country with the greatest number of heart issues per capita, the benefits are less well known.

THE BRIEF
Establish credentials for Quaker Oats as a breakfast item that contributes to better heart health.

OBJECTIVES
Drive sales of Quaker Oats.

INSIGHT
India represents 20% of the world’s population, it accounts for 60% of the world’s heart disease. Even if you physically look great, your “heart health” may be poor.

THE IDEA
Quaker re-brands October as Oat-ober to kick off a nationwide movement to get India Heart Healthy.

RESULTS
Quaker Oats volumes were up 54% in Q4 2009 post campaign launch. The campaign not only won a worldwide “Performance With Purpose” award from Pepsi but was also adapted for other markets.