Passing the Oatmeal Challenge

Quaker Ads to Tout Cholesterol Benefits
CHICAGO–Quaker Oats is adding a personal touch to its continuing efforts linking oat-based cereal consumption with lowered cholesterol.
Quaker later this week breaks one 30-second and six 15-second spots from Foote, Cone & Belding here promoting the results of what the company calls its “Smart Heart Challenge.” Under that program, 100 residents of Lafayette, Colo., were recruited to follow a 30-day diet that included a bowl of oatmeal each day. As monitored by Boulder Community Hospital, 98 of the participants emerged from the study with lower cholesterol levels.
TV spots feature six of the participants and outline their individual results. A national print ad will showcase the whole group, seated on bleachers at the local high school.
Additionally, a town profile of Lafayette will be included on packaging for Quaker Oatmeal, while six participants will appear on packaging for Quaker Toasted Oatmeal, Quaker Toasted Oatmeal Squares and Quaker Instant Oatmeal.
The Smart Heart advertising is tagged, “Warms you heart and soul.”
–Scott Hum