Food & Beverage Marketing and PR

New Better Oats Takes
Instant Oatmeal World by Storm
In 2010, Hunter Public Relations worked closely with Malt-O-Meal Company to help introduce its new Better Oats Instant Oatmeal line to consumers nationwide, with particular emphasis paid directly to comparing Better Oats Instant Oatmeal to Quaker Instant Oatmeal. Award-winning product taste comparison kits were created, highlighting the four key differences between Better Oats and Quaker: taste, ingredients, packaging and variety. Desk side visits scheduled with editors at key national women’s and lifestyle magazines brought the taste comparison kits to life. During the fall 2010 election season in American politics, Hunter PR launched the “Grains of Change” campaign in Quakertown, Pa. The five-city mobile marketing tour visited other “Quaker” locations and allowed consumers to taste the difference between Better Oats and Quaker and “voat” for their favorite. Over 1800 people participated in the taste comparisons over the course of the “Grains of Change” tour, with 60% preferring Better Oats to Quaker. Additionally, Hunter PR founded and maintained Facebook and Twitter pages for Better Oats, reaching out to consumers craving information via social media outlets. Through a number of specific tactics (e.g., giveaways, polls and the “Grains of Change” tour), Hunter PR established Better Oats as the prominent voice in oatmeal social media chatter. The new product launch campaign generated over 96 million impressions for Better Oats Instant Oatmeal, including notable consumer and trade media placements in Prevention, Health, Good Housekeeping, Parenting, Mom Central, Delish.com, Blisstree.com, The Today Show, Progressive Grocer and Supermarket Savvy