Through research we found that the sales outside of Ramadan were being generated by a group of ‘female food fanatics’ who enjoyed impressing peers with their recipes. This led us to create the ‘World’s Largest Oats Recipe Book’ – an opportunity for foodies to share their oat recipes and then inspire others. To promote ‘Akbar Kitab’ (Big Book) and drive recipe up loaders to the site we joined forces with ‘Fatafeat’ – the number one Arabic food network in the Middle-East. An as incentive we offered Gold to the best recipes uploaded, across a number of categories.

Once the number of recipes increased, we then spread the books content online and ran daily recipe features within Fatafeat shows.

Campaign support was given by TV advertising, email/SMS blasts, social-networks, live cookery shows, educational events, POS and sales promotions.

872 unique oat recipes were uploaded making Akbar Kitab the largest Oat-based recipe book in the World, 44% higher than targeted.

70,000 unique visitors to the site spent an average of 5 minutes interacting with the content.

Post campaign and half of women now agree Quaker Oats are ‘for everyday consumption, whilst 42% agree the brand is ‘modern and up-to-date’. Finally, 55,000 cases of Quaker Oats sold during the campaign, five times greater than initial targets.