Wanting to let the influencer take most of the creative control on the campaign to keep it as authentic as possible, Quaker ‘challenged’ Amy to create a family meal plan for five evening meals, with the Quaker Oats being the main ingredient. With a week's worth of content planned, Amy released a teaser video the Friday before, where she introduced the partnership between herself and Quaker whilst explaining the upcoming campaign.

To get her followers to engage with the campaign straight away, Amy included a question box on the Instagram story, asking her followers ‘WhOat’ meals she should plan. Then, on the Sunday before the week of meals, Amy created content of her writing a shopping list and doing a haul of ingredients that she had bought for the week.

To add extra quality to the campaign, Amy picked one of the meals throughout the week and made an extended bit of content where she would video a step-by-step recipe whilst making the meal and shared it as a main feed post on her Instagram page.