Following last summer’s overnight oats on-pack promotion from Quaker, the brand has kicked-off a new ‘mix and match’ campaign.
It offers shoppers the chance to choose the colour and design of a free mason jar when purchasing packs of 1kg Traditional or Jumbo Quaker Rolled Oats.
The promo runs for six weeks from April 16. To redeem, consumers take a unique code from promotional packs and enter online to claim their jar.
The brand gave away 40,000 mason jars in last year’s activity, which Quaker Oats Marketing Manager Eric Williams hailed as a huge success.
“This year we are mixing things up by offering consumers the chance to interact with the designs,” he added.
“We know that overnight oats are an increasingly exciting breakfast trend continuing to gain momentum, so we expect some great engagement with the campaign.”
Over 60% of cereal occasions include fruit, especially in overnight oat recipes, with a skew towards fruit options in the summer. Williams said this presented a huge opportunity for retailers to drive sales outside of the usual porridge season.
In addition to the promo, Quaker is showcasing new overnight oat recipes online to inspire shoppers. The brand is also encouraging further interaction across social media channels and via a partnership with recipe video creators Twisted.