Dive Brief:
- PepsiCo’s Quaker Oats Company brand along with the James Beard Foundation (JBF) and Chef Marco Canora have launched the “More Taste, Less Waste” marketing campaign with the intent of inspiring people to rethink the value of food and how oats can transform food that would otherwise be thrown away, per a press release.
- Recipes featuring recovered foods will be featured on JBF's website along with a chance to win a trip for two to New York City for an annual gala event and a $5,000 donation from Quaker to a non-profit food charity of the winner's choice.
- The contest recipes will be featured in the “More Taste, Less Waste” Pinterest cookbook and the campaign can be followed via the #JustAddOats hashtag.
Dive Insight:
JBF’s Impact Programs took on food waste as a key issue last year and the partnership with Quaker is a way to advance that conversation. For Quaker, the campaign takes a product typically described as a staple rather than sexy and gives it a socially conscious and somewhat hip veneer through the association with the James Beard Foundation and Chef Marco Canora. Younger demographics have been shown to respond to authenticity, and millennials are likely to spend more on brands that support causes, according to research by Omnicom Group's Cone Communications.
As younger consumers embrace so-called super grains like quinoa, Quaker Oats is using the campaign as a way to remind this group of the health benefits of oats.
The effort is also the latest indication of Quaker's commitment to digital content. Around a year ago Quaker Oats launched a content marketing promotion through social media platforms including Pinterest, Facebook, Instagram and Tumblr as well as via native ads, and print and digital spots. The strategy is an attempt to refresh the 136-year-old brand for younger consumers who are increasingly searching for cooking inspiration and recipes on digital platforms.