Quaker Launches Review for Its Chewy Brand

By Erik Oster 

PepsiCo-owned Quaker has launched a review for its Chewy brand of snack-bars, AdAge reports. Quaker spent an estimated $59 million on measured media for all its brands in 2014, according to Kantar Media.

While Quaker traditionally has had one agency for both its hot cereal and snack bar brands, it is seeking different agencies for the businesses going forward. EnergyBBDO, which had handled both brands, will continue to work on the hot cereal business. 

“Recently…Quaker has adopted a demand space driven approach to positioning and communications,” explained Quaker in its RFP. “With this shift, the Quaker Oatmeal and Quaker Chewy businesses now play in distinct demand spaces. “


According to AdAge, which expects the review process to be “a swift one,” the company reached out to agencies in the middle of November, with agencies slated to pitch their proposals on December 18. The call for a review comes as Chewy is losing ground to competitors like the quickly growing Kind brand, which has overtaken Chewy as the third-largest brand in the category.