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Case Studies

Food and Beverage Marketing and PR Case Study

New Better Oats Takes Instant Oatmeal World by Storm

Objective

Introduce Americans to new Better Oats Instant Oatmeal and garner coverage in high-profile national print, broadcast and online media outlets.

Approach

  • Hunter PR developed and executed a multi-layered public relations campaign illustrating the differences between Better Oats and Quaker Instant Oatmeal.
  • We created award-winning product taste comparison kits, which highlighted the four key differences between Better Oats and Quaker. Desk side visits with editors at key national women’s and lifestyle magazines brought the kits to life.
  • During the fall 2010 election season, Hunter PR launched the “Grains of Change” campaign in Quakertown, Pa. The five-city mobile marketing tour allowed consumers to taste the difference between Better Oats and Quaker and “voat” for their favorite, with 60% of voaters preferring Better Oats.
  • Hunter PR founded and maintained Facebook and Twitter pages for Better Oats, reaching out to consumers craving information. Through this tactic, Hunter PR established Better Oats as the prominent voice in oatmeal social media chatter.

Results

  • The product launch campaign generated more than 96 million impressions, including notable consumer and trade media placements in Prevention, Health, Good Housekeeping, Parenting, Delish.com, Blisstree.com, The Today Show, Progressive Grocer and Supermarket Savvy.

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Tags

Food & Beverage Marketing and PR

“Grains of Change” campaign spokesperson Otis Wholegrainer dishes out the benefits of Better Oats to Quakertown residents, on the way to a tasty victory over the incumbent Quaker.