Quaker Hockey Breakfast Bar
With an abundance of convenient breakfast options available for hockey mornings, fewer Canadian families were choosing Quaker Oats as their go-to option. Quaker asked us for a captivating idea that would grow brand love, drive sales and help establish the brand as the proud partner of Canadian hockey mornings.
Insight
The food canteens in many small Canadian town rinks have seen better days - neither their paint nor their menus have changed much since being built. For such a physically demanding sport, it’s crazy to think the canteens can’t fuel players with what they need most: a good nutritious breakfast.
Idea
The Quaker Hockey Breakfast Bar. With boots on the ground and tools in hand, we transformed Navan, Ontario’s snack bar into a beautiful new canteen stocked with a year’s supply of 100% Canadian Quaker Oats and a custom line of merchandise, with all proceeds going to support Nevan’s local hockey team and community.
Building on the success of the 2023 campaign, in 2024 we transformed the local canteen in Deliné, Northwest Territories.
With boots on the ground and tools in hand, we transformed Navan’s snack bar into a beautiful new canteen.
To amplify the story, we partnered with SportsNet and NHL star Claude Giroux. With cameras on, Claude surprised his old town with a return home for the grand opening of the canteen.
Year Two
Building on the success of the 2023 campaign, in 2024 we transformed the local canteen in Deliné, Northwest Territories.
Results
The campaign significantly outperformed industry norms, with 100% unaided brand recall and strong scores in ad distinctiveness, overall emotion, and purchase shift. It also exceeded benchmarks in brand appeal, uniqueness, relevance, and enjoyment.
From this big branded idea, Quaker received some of their best results ever from an executional XM based idea. Behaviour delivered a campaign that raised the bar for Quaker, showing it was the perfect go-to breakfast of choice on hockey mornings - driving sales, brand consideration and most importantly brand love.
23%
Increase in brand recall
88%
Shift in purchase
15.6%
Increased brand appeal
