We all know it's worth having a good breakfast in the morning, not just because of how it makes you feel but because of what it can help you do. No breakfast is better at setting you up for the day than porridge and no-one knows that better than Quaker Oats.

As a brand that, for decades, has fuelled people to help them get more out of life, Quaker understands that mornings are the foundation of the day; with the right breakfast you can make more of your morning and get more out of your day.

So Quaker decided to recognise and reward life's doers. Those people who have a purpose beyond getting out of the house on time every morning. Those people who embody the Quaker philosophy that you get out of life what you put in. Those people who have been making more of their mornings for years.

The Quaker team (fuelled by an Oat so Simple breakfast) went on a road trip from Southampton to Cupar in Scotland. They identified and rewarded deserving people who have regularly been making more of their mornings by making a difference to their local communities. Along the way, local radio station partnerships in 8 cities called for nominations and directed people to the sampling team; each city visit culminated in a personal, surprise 'thank you visit' by the local DJ which was posted to YouTube. Two people, a boxing coach in Hounslow and a Theatre manager in Liverpool, received very special visits and their 'Thank You' became the national TV support. Facebook and Quaker.co.uk also played a role to capture nominations, deepen the engagement, record the events as they unfolded and, via a downloadable voucher, gave an additional sampling opportunity. Via Twitter we rewarded followers with free samples.

From a standing start, 1,293 people nominated unsung heroes, 4,963 signed up to Facebook, 110,030 tried a sample, 32,176 visited our website, 6,492 viewed our YouTube channel. T They’ve also bought and eaten a lot of Quaker Oat So Simple. The campaign has helped QOSS to grow in value by +21.2% (an extra £10.5million) and also grow in volume by +17.6% (an extra 1.8 million tons of QOSS sold or 60 million incremental Quaker breakfasts). These incredible figures meant we overtook Kellogg’s Cornflakes as the UK’s 3rd biggest cereal brand this winter season.

Beyond the sales figures, this campaign has been a huge step change for the clients. It took them from their standard 20sec TV only approach to a fully integrated platform that’s engaged people across multiple channels and used social media to open a dialogue with their fans for the first time. More to come in 2011!