Quaker Oats has pledged to donate up to 2.5 million warm breakfasts to communities across the UK who need it most. The new campaign, titled ‘Share the Warmth’, builds on Quaker’s long-standing partnership with Magic Breakfast and is bolstered through a new collaboration with food redistribution charity FareShare.
New limited-edition packs will highlight that for every promotional pack sold, Quaker will donate one bowl of porridge to its charity partners Magic Breakfast and FareShare. The packs will be rolling out across the grocery, convenience, and wholesale channels until the end of March. The campaign will be supported by wider marketing initiatives, including radio, social media and in-store activity.
In addition, Quaker has teamed up with Asda to offer children a free warm breakfast across the February half term holidays. Children will be able to get a free bowl of Quaker porridge from 8am to 12pm every day in 205 Asda cafes nationwide, over February half term. Recent research from the charity Magic Breakfast has shown that 81% of schools believe that child hunger has increased in their community in the last year. The partnership is expected to enable over 50,000 bowls of porridge to be served to children across the country.
Divesh Parmar, General Manager, Quaker Oats UK, commented: “As a brand, Quaker Oats is committed to both doing good as well as making you feel good with a range of nutritious breakfast options. Share The Warmth was created to support communities that are facing challenging times this winter. By working in partnership with Magic Breakfast and FareShare, we can play a part in getting a warm, nutritious bowl of porridge to those who need it most. By purchasing one of our promotional packs, shoppers can also get involved and help share the warmth across the UK.”
NAM Implications:
- A lovely initiative…
- …that leaves a warm glow.
- A pointer for others?
