The Campaign

Quaker Oats - a healthy PepsiCo food brand, decided to help millennials achieve real fitness which not only empowers them to transform their lives but also the lives of others. We decided to communicate the brand idea through real life stories of “underrated fit people”: those people we would never think of taking fitness inspiration from. People who have immense energy and fitness levels, and who use their fitness to help others. The brand launched #FuelForTheRealFit – a nationwide campaign to celebrate the selfless spirit of real-fit heroes.

Creative Execution

We wanted to be as authentic as possible while talking to the millennials. We looked for real heroes who portray the real fitness in its true glory. We picked real-life stories of ‘underrated fit people’ who use their fitness to help others, were turned into nerve-tickling digital films. The first story depicted an ordinary doctor, who works at an emergency ward of a hospital, showcasing extraordinary levels of mental, physical and emotional strength. In no time, the film managed to touch millions of hearts and brought the nation together to celebrate the entire community of doctors and their selfless spirit, as they work tirelessly to save lives.

Results

The campaign received 99% Positive Sentiments, 72.71MN Total Reach and 355MN Total Impressions. The consumer engagement went up to 31.38MN. India connected with #FuelForTheRealFit, making Quaker Oats the most loved brand by millennials and a proud platform for all those real-fit heroes who are changing lives every day.

Quaker Oats - a healthy PepsiCo food brand, decided to help millennials achieve real fitness which not only empowers them to transform their lives but also the lives of others. The brand launched #FuelForTheRealFit – a nationwide campaign to celebrate the selfless spirit of doctors working in emergency department of a hospital who drum up the strength and determination to outperform themselves every day. The brand urged people to share the film with the doctor in their lives to salute the selfless spirit millions of doctors who work tirelessly round the clock.

We started by attempting to humanize the opportunity of business growth– meeting the consumers, understand their emotional and functional needs in order to find a relevant role for the brand. We found that millennials followed their passion and believed in crafting their own destiny. They were interested in pursuing real fitness, not the superficial fitness celebrated by media. Real fitness which enables them to achieve what they want in their lives-at work, in society and in the personal life. We realized that we just couldn’t be a brand with health products, we had to be a brand with a point of view on health. And the brand believed that “good health” is one that should be relevant for life, should help you achieve life goals.