Campaign of the Week: Quaker “Oatober” Highlights Fall Flavors

With autumn in full swing, brands are finding plenty of new and different ways to use seasonal marketing to their advantage. Popular oatmeal brand Quaker is using social media to highlight some fall flavors and recipes throughout the next month as part of its “Oatober” campaign. So how might consumers respond to a month full of fall-inspired recipes? We asked 1,000 respondents on October 2-5 about their grocery-buying habits and then tested the ad to see if it made an impact for Quaker.

quaker oatober

Grocery Consumers

In Ask Your Target Market’s latest survey, 5% of respondents said that they purchase grocery food items daily. 42% buy groceries a few times a week. Another 42% buy them a few times per month. Just 5% buy groceries less than once per month. And 6% said they aren’t grocery consumers.

Of those grocery consumers, 64% have purchased items from Quaker, and 38% do so regularly. Additionally, it seems that advertising can potentially have an impact on the grocery items that consumers purchase, since 51% have seen advertisements for grocery products within the past week.

Quaker “Oatober”

Overall, 14% of respondents said that they would be certain or practically certain about purchasing Quaker products the next time they go grocery shopping. And 21% said that it would be very probable. Of those who viewed a couple of the Quaker “Oatober” posts, 14% said they would be certain or practically certain about choosing Quaker products the next time they purchase grocery items. And 25% said it would be very probable.

Since many of the Oatober recipes will be posted on social media, it also makes sense to see specifically how social media users see the posts. Of those who use social media and viewed the Quaker “Oatober” content, 14% said they would be practically certain about choosing Quaker products the next time they purchase groceries. And 27% said it would be very probable.

Brand Attributes

In general, consumers seem to see Quaker as a brand that exudes healthiness. But it wasn’t rated as highly in terms of value, respectability, trustworthiness and taste as other grocery brands. However, those who viewed the Quaker “Oatober” content were slightly more likely to view the brand highly in terms of healthiness. But it didn’t make much of an impact with any of the other positive brand attributes.

Key Takeaways

Quaker’s “Oatober” campaign does seem to have the potential to make a small impact on grocery buyers, especially those who use social media. However, the amount of people who were certain about buying Quaker products remained steady. And the campaign content just increased the number of people who said they would probably purchase Quaker products. So the brand hasn’t necessarily created any more definite buyers just yet. However, Quaker could still potentially benefit from keeping the campaign messaging going through things like packaging or store displays to keep “Oatober” top of mind and help sway the probable buyers.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Pumpkin Spice Quaker Instant Oatmeal by Mike Mozart under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on October 2-5 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.