Embracing the Magic of Mornings: A Captivating Interactive Journey by Quaker

New Photo Series from Quaker Oats

Quaker Oats Company recently launched a new black-and-white photo series called “100 Reasons to Rise.” This series aims to show how mornings can bring people together, according to a press release. The photo series is part of Quaker’s global brand platform, “You’ve Got This.”

The photo series showcases pictures and interviews of 100 regular individuals, ranging from one to 100 years old, as they enjoy breakfast and gear up for a significant day. Directed and photographed by Misan Harriman, the series can be explored through an interactive online platform.

In addition, there will be a physical exhibit starting in Toronto and later traveling to different locations worldwide. This initiative is driven by research showing that more than 40% of people around the world consider mornings to be the most optimistic time of their day.

Quaker's "100 Reasons to Rise" Campaign

Quaker is on a mission to bring people together with their "100 Reasons to Rise" campaign. This series highlights how our morning routine and breakfast choices can make a big impact on the rest of our day. Research by Quaker has shown that many people see the morning as a hopeful time, and that 70% of respondents in a recent global survey find inspiration in others. Additionally, nearly two-thirds of people believe that hearing stories of others overcoming challenges can help them stay motivated.

"100 Reasons to Rise" is all about sharing stories of hope, encouragement, and inspiration. It features 100 "humble heroes" from ages one to 100, all gathered for breakfast on a special day in their lives. From a one-year-old ring bearer to a 61-year-old meeting his grandson for the first time, and an 86-year-old woman finding joy in movement, these stories will warm your heart.

The moving series features black-and-white photos captured by photographer Harriman, who is also an Academy Award nominee, with assistance from Domizia Salusest. Harriman describes the project as a unique opportunity for the PepsiCo-owned marketer.

In a statement, Harriman expressed gratitude towards Quaker for their bold decision to allow the team to visit people's homes and observe them in their natural environment. This added layer of authenticity always shines through in the lens, according to Harriman.

To make the series accessible to a wider audience, there is an interactive digital experience available for consumers to delve into the images and personal stories of those involved. Moreover, the brand is connecting with local communities through a physical exhibit that includes an interactive pod for visitors to get an insider's view of the project, with narration from Harriman. This in-person experience debuted in Toronto on April 10 at The Harbourfront Centre and will be at Toronto’s Union Station from April 17-19 before traveling to other cities worldwide in the future.

The “100 Reasons to Rise” campaign is the latest development of Quaker’s global brand platform, “You’ve Got This," introduced in February as a way to refresh the brand. This initiative highlights ordinary heroes such as parents and the comfort they provide, with a TV commercial linked to the campaign showing how a morning routine between a father and son is passed on through generations.

Quaker is currently facing challenges in North America, a significant market for the company based in Chicago. Since late last year, Quaker has been dealing with food recalls related to potential salmonella contamination. Recently, they made the decision to shut down one of their facilities. In a recent earnings report, PepsiCo, Quaker's parent company, revealed that operating profit for Quaker Foods North America dropped by 79% in the fourth quarter of 2023. This decline was attributed to factors such as product returns and expenses linked to the recall.

Editor's P/S:

Quaker Oats' "100 Reasons to Rise" campaign is a heartwarming initiative that celebrates the power of mornings and the impact they can have on our day. The black-and-white photo series showcases individuals of all ages, capturing their joy and anticipation as they prepare for significant events. The campaign emphasizes the importance of sharing stories of hope and inspiration, reminding us that even small moments can motivate and uplift us.

Despite Quaker's recent challenges in North America, the "100 Reasons to Rise" campaign reflects the brand's commitment to connecting with consumers and inspiring them. The interactive digital experience and physical exhibit provide opportunities for people to engage with the stories and find inspiration in the resilience and optimism of others. By highlighting the positive aspects of mornings, Quaker reinforces its brand message of "You've Got This," encouraging individuals to embrace the challenges of the day with confidence and optimism.