The Problem:
Quaker, a beloved brand with an iconic portfolio, found itself pigeonholed into a narrow scope of culinary uses. Known for breakfast staples like overnight oats and pancakes, Quaker struggled to break through the perception barrier and showcase the versatility of its products in the kitchen.

The Insight:
In an era where daily life is punctuated by stress and the quest for convenience, consumers craved versatile ingredients to diversify their meal repertoire and simplify dinner prep. This insight revealed a significant opportunity for Quaker to meet these evolving consumer needs by repositioning its products as not just breakfast essentials, but as key components in a variety of recipes.

The Creative Solution:
Recognizing the need to inject creativity and inspiration into Quaker's brand perception, a strategic partnership was forged with Food Network’s Chopped, the epitome of culinary innovation and a beacon for food enthusiasts across its 50+ seasons. This collaboration aimed to leverage Chopped's iconic status and its audience's loyalty to transform how consumers viewed and utilized Quaker products in their cooking endeavors.

The Execution:
Quaker took center stage in the culinary spotlight bybeing featured as secret basket ingredients in two episodes of Chopped: Breakfast Baskets! (Season 57, Episode 8) and Chopped: Easy Breezy Man and Cheesy (Season 58, Episode 1). To amplify this effort, a comprehensive media plan was rolled out, introducing shoppers to inventive Quaker recipes inspired by the show, but easier for at-home cooks to preprare. From Quaker Oats meatballs and arancini to Rice-A-Roni turkey dumpling soup and Cheetos Mac 'n' Cheese jalapeno bites, these recipes were brought to life through captivating imagery that mirrored the TV magic of Chopped. Recipe photographs were meticulously styled to convey the essence of a "ghost chef" in action, adding the final touches just as if they were competing in the show. This compelling visual narrative was spread across a bespoke Quaker recipe microsite, designed to provide shoppers with all the inspiration needed to reimagine the use of Quaker ingredients hidden in their pantries. Accessibility was key; consumers could discover these culinary possibilities by scanning QR codes on Quaker/Chopped in-store displays, or through direct links on Pinterest pins and in-screen ads on Food Network’s digital platforms.