Quaker is a globally beloved breakfast brand.

But with so many breakfast options available, Quaker is not always people’s first choice.

Quaker needed to drive distinction - and there was no better way to do that than emotion.

PepsiCo quantitative research revealed nearly 1/3 of people say there aren’t many reasons to be hopeful at all these days.

But it also showed that we find hope in everyday people around us.

It’s the little things- a kind word, a warm breakfast- which let us know we’ve got this.

So Quaker’s first global platform, You’ve Got This, celebrates the humble heroes who fuel us each morning.

To prove anyone can be a humble hero, Quaker launched the photo documentary “100 Reasons to Rise” showcasing 100 inspirational stories, from people aged 1-100, on the morning of an important day. The work ran across exhibitions, DOOH, interactive websites and more.

*Quaker Quantitative Research

Quaker’s photo documentary “100 Reasons to Rise” with Misan Harriman showcases 100 inspirational stories from people aged 1-100, on the morning of an important day. The idea was to create a universal, human documentary that opens our eyes to a far too often overlooked aspect of breakfast. We re-framed the first meal of the day not just as a chance to fill your stomach, but a moment of hope - a new opportunity every morning to take pause and start afresh with optimism and ambition for the day ahead.

The work ran across an immersive live exhibit, an interactive audio-visual website and DOOH which turned Canada’s busiest train station into an engaging art gallery, interrupting people on their morning commutes and showing each of our 100 stories to people just when they needed it

Quaker is a globally beloved breakfast brand.

But with so many breakfast options available, Quaker is not always people’s first choice.

Quaker needed to drive distinction - and there was no better way to do that than emotion.

PepsiCo quantitative research revealed nearly 1/3 of people say there aren’t many reasons to be hopeful at all these days.

But it also showed that we find hope in everyday people around us.

It’s the little things- a kind word, a warm breakfast- which let us know we’ve got this.

So Quaker’s first global platform, You’ve Got This, celebrates the humble heroes who fuel us each morning.

But while studies show that inspirational stories can help fuel our sense of hope, nearly 70% of us say that there aren’t enough inspirational stories out there.

So we wanted to provide people with the inspiration they need, when they need it.

*Quaker Quantitative Research

The photography was achieved in 100 real people’s homes across the UK, Canada and Mexico. Following each photograph, we conducted an interview with each person about their hopes for the day ahead. The interviews varied between 15 and 45 minutes in length. The capture started in October ‘23 and wrapped in March ‘24.

For the website, we edited each interview down to a 30-60 second length, first in text form, then edited the audio excerpts to match. For the live exhibition, we edited each interview down to approximately 150 characters - so it would sit across three lines under each image.

While the photography was still being finished, we found placements for the live exhibitions and built the interactive web experience - the DOOH placement came after, in order to complement the live exhibition in Union Station, Toronto.

“It's going to sell a load of oats. Emotional engagement is in the top few % for cereal ads.

These positive emotions will help Quaker gobble up market share for years.” - System 1

System1 data shows that 48% of ads leave consumers feeling nothing at all.

This campaign proves that emotion can engage a global audience.

PepsiCo quantitative testing showed that the global campaign exceeded all benchmark KPIs for equity and sales impact in all five international markets that the work was tested in.

The campaign scored within System1’s top-ranked campaigns for emotional engagement. 96% of consumers immediately associated the work with Quaker, and two-thirds of viewers were left feeling “intensely happy”.

The campaign gained 61.4 million impressions (2.2 M Social impressions), received earned coverage in over 24 publications globally, and sparked industry conversations about the role of emotion in advertising.

*System 1, PepsiCo Quantitative Research