CHICAGO: Quaker Oats is introducing a PR-heavy phase of "Amazing Mornings," its new integrated campaign that communicates a message about the benefits of a healthy breakfast.
In the latest phase, the company is leveraging its partnership with Biggest Loser trainer Bob Harper via a national media tour and contest, during which Harper will challenge the winners to develop a healthier morning routine.
“We originally launched the business story,” said Monique Jacobson, director of consumer engagement at Quaker. “Now we're building consumer ...