Luis Miguel Messianu of Alma: Quaker Up gave the Quaker brand a perfect transition to the Hispanic market

The Quaker Oats Company, a division of PepsiCo, announced the launch of the Quaker Up campaign and its equivalent in the Hispanic market, En Sus Marcas, Listos…Quaker (On Your Marks, Get Set…Quaker), as an integrated marketing campaign designed to highlight the nutritional power of oats for today’s families.The Quaker Up campaign includes two 30-second TV commercials, Hill and Lake, which are the first creative elements of the project and the first collaboration of Quaker with Energy BBDO in Chicago and the Miami-based Hispanic agency Alma.“This campaign was ideal for making a perfect transition for the Quaker brand to the Hispanic market. The idea of putting the family, especially the mother, at the emotional center of the campaign, reflects the intrinsic values that Hispanics grow up with. The campaign will bond moms with the Quaker brand in a way that has never been done before,” said Luis Miguel Messianu, president and CCO of Alma. The TV campaign in Spanish is part of a wider, more holistic and integrated marketing drive by Quaker, which includes bilingual components for stores, bilingual coupons in the most important Hispanic markets and a digital marketing strategy developed for Latinos. “The campaign changes the use of the word Quaker from being a noun to a verb, giving it action and life the way Quaker provides healthy eats like oats to families so they can welcome and enjoy their daily adventures,” said Justin Lambeth, CMO of Quaker Oats.