Case Study

The Brief

Quaker Oats launched a compelling campaign to promote the benefits of starting each day with a nutritious bowl of oats, enlisting a celebrity whose lifestyle and stature aligned with health and wellness. They were looking for a figure renowned for their commitment to balanced living, reinforcing the message that a strong morning foundation starts with Quaker Oats. By linking a well-recognised figure with the brand, Quaker aimed to inspire people to adopt a breakfast habit rich in fibre and whole grains, ideal for fuelling daily routines.

Quaker Oats Official Logo

The Delivery

Quaker Oats teamed up with Olympic diver Tom Daley for their #DaleyKickStart campaign, showcasing the benefits of beginning each day with a nutritious bowl of oats. Tom's commitment to fitness made him the perfect ambassador, promoting how Quaker Oats fuels his morning routine. Spanning Instagram, Facebook, Twitter and YouTube, the campaign encompassed Tom participating in two exclusive photoshoots, radio broadcasts and a series of meet & greets with his fans. Tom shared content on his own and Quaker's social media accounts, adding Instagram stories to answer audience questions on how he "wins the morning with Quaker Oats". This engaging, multi-platform approach inspired fans to embrace healthy, energising mornings with Quaker Oats.

The Outcome

The #DaleyKickStart campaign with Tom Daley proved highly successful, capturing widespread attention across digital and print platforms. On Instagram, Tom’s posts received over 96K likes, showcasing a strong engagement from his followers. In addition, the campaign reached an impressive 4.5 million readers in print publications, amplifying Quaker Oats’ message beyond digital spaces. Facebook videos attracted 1400 views, while YouTube videos garnered an additional 1000, creating multi-channel visibility. The results reflected Tom’s appeal and the effectiveness of his promotion, encouraging a large audience to consider Quaker Oats as part of a healthy morning routine.

Tom Daley
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