Quaker Oats has shifted creative duties on its estimated $100 million food and snacks advertising business from Goodby, Silverstein & Partners to roster shop Juniper Park in Toronto.
Juniper Park adds the PepsiCo division’s Quaker Oats products — including its Old Fashioned Quaker Oats brand and related offerings such as Chewy granola bars and Life cereal, Quaker Oatmeal Squares and Cap N’ Crunch — to its existing assignments for Quaker rice snacks and Near East and Rice-A-Roni side dishes.
“Juniper Park has been and will continue to be a strong partner as we build Quaker into a preeminent health and wellness brand,” said Kirsten Lynch, Quaker’s CMO, in a statement. “They bring strong strategic skills, a deep understanding of our consumer and a track record of outstanding creative for PepsiCo.”
The move comes a year after Quaker shifted the business within Omnicom Group, moving the brand assignments from Element 79, Chicago, to Goodby. The San Francisco shop positioned the Quaker brand as a powerful source of energy to fuel people’s lives with the campaign “Go humans go” that included a commercial showing people flying off to work with Quaker Oats jet packs.
Omnicom’s Juniper Park has been on the PepsiCo agency roster since 2007, and also handles assignments for Frito Lay North America brands Lay’s, SunChips and Baked!