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New Quaker Oat Campaign, and the Dawn of an Oatmeal Trend

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Quaker ad at the corner of 49th Street and 9th Avenue in New York City

I first spotted the new Quaker oat campaign last weekend on a huge billboard in Manhattan facing the Hudson. "Go humans, go." Just three words next to a close-up face shot of the iconic William Penn. His smile is creepy, but I guess you can get away with creepy when you're a figurehead for warm bowls of breakfast goop.

Calling us humans though? That somehow brings him back to creepy status. Is he differentiating us from aliens? And where are we going? To a twisted oatmeal cult land where we all wear Quaker hats and have awesome cholesterol? (Not that I wouldn't mind checking that out.) Something about the wigged man's national campaign, which launched this month, seems apocalyptic—not a word usually associated with the fibrous flakes.

What is up with oatmeal these days?

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It's all over the place.

Chains like Starbucks and Cosi are selling to-go bowls in the morning, with Jamba Juice (the best in my opinion) running a $1 promotion this month. An episode of Top Chef this season opened with an oat-themed Quickfire.

The Quaker Oats brand has a Twitter, Facebook, Flickr, and YouTube pages. A glitzy Times Square ad. Oprah's former personal chef, Art Smith, has become a traveling spokesman for Quaker.

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And New York Times columnist Mark Bittman cannot get enough of the little grain. He fearlessly plugs savory oatmeal (yes, wrap your head around that one), especially in his new book Food Matters.

Oatmeal is entering a golden age, and shoot, who's complaining? Cheap, easy, and stickable to your bones, oatmeal is like the best friend everyone wants. It's down for whatever (nuts, dried fruits, various milks), can get ready in a jiffy (at least in instant packet form), and isn't remotely pretentious (just a peasant food behind all the toppings). And with this new campaign, oatmeal has proven it's also a bit creepy. But really, who isn't?

It's the latest in the humble-to-haute comfort food revival trend, and if that means people will stop yapping about bacon and cupcakes for a second, I say, show us what you've got little oat.

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22 Comments:

Maybe it is said from the perspective of a horse, who knows that oatmeal helps humans go to the bathroom, thus making them lighter to carry. I'm sure the creepy guy rode a horse at some point in his life and he looks pretty darned heavy.

Very funny writing, Erin! Savory Oatmeal might need a new name to get people (me) to fathom it.....

@redfish: Hilarious!

I saw a bus with one of the Quaker ads on it the other day when I was running. It didn't make me improve my time. I eat the Irish stuff anyway.

I love you Erin Oat. Hazah! for the oatmeal sisterhood (no rankings!)

It might sound strange, but in my country, everyone drinks oatmeal cold, with milk (or water, but I can't stomach it like that). It's definitely cheap and filling, and comes in regular, chocolate and vanilla flavors. I like to throw mine into a banana & pb smoothie -- really fills me up!

Health considerations are a major factor in food purchase decisions, esp. for breakfast. The market for performance foods is growing. There are articles on this campaign, which tie in to a sampling event in Times Square, in this week's Ad Age & Brandweek:

http://adage.com/article?article_id=135114
(I'm going to check out the oat "Quickfire Challenge" on Top Chef)

http://www.adweek.com/aw/content_display/creative/new-campaigns/e3ia82652ffac56b32e47350ec57ad82f50

I don't get the whole uproar about "savory oatmeal". Who on earth decreed that oats have to be eaten sweet with lashings of sugar or fruit? And why is the idea of something savory for breakfast getting everyone's panties knotted? No one bats an eye at the idea of omelets, eggs and bacon, biscuits and gravy, grits, migas, ... the list is a mile long. But talk about adding cheese or eggs or bacon or salt and pepper to your *gasp* oats and suddenly you're a weirdo. :) Seriously. Lots of people don't like sweet stuff in the mornings. Those of us who love savory foods have been eating oats w/out sweet additions for years. A sprinkle of salt and pepper and maybe some shredded cheese is so much better (and better for you) than a heap of brown sugar or syrup.

From "Brief History of William Penn" ( http://www.ushistory.org/ ) :

"There is a common misconception that the smiling Quaker found on boxes of Quaker Oats is William Penn. The Quaker Oats Company has stated that this is not true."

I would say that I love any kind of oatmeal, but I must admit, I'm not too sure about trying savory oats. Hmm....

@karacooks:
I totally agree, i'm not sure who wrote it in stone that oatmeal had to be sweet instead of savory. We eat plenty of other grains in savory dishes, why not oats? Personally, I'm kind of excited about giving "savory oatmeal" a shot.

I love the heartiness of oatmeal, but that Quaker ad is kind of weird. I like a lot of the Quaker cereals (e. g. Life), but I usually buy store brand quick oats. Quaker oats can get a little expensive sometimes.

We had an oatmeal fad back in the 80s when they found that oat bran lowered serum cholesterol levels.

Savory oatmeal isn't much of a stretch (especially since we've been adding it to ground meats as an extender for a hundred years). Just think of grits.

Does anyone else HATE the TV ads for Quaker Instant Oatmeal with the "quirky" families? Maybe it's just me because they've been run so much on "Top Chef", but I just DESPISE them, especially the one with the cutesy family of five, with their stupid nicknames for their kids...

Oops, it's a cutesy family of SIX...GACK (okay, so I'm not good with numbers...)

Omg, yumporchetta, I haaaate those commercials. I mean, reallly, you're going to go all poetic about your wonderful, cute children, and how family and nutrition is important to you...

And then you slap a paper bowl of instant oatmeal and a plastic spoon in your kids hands while you tuck them into the carseat. Really? Oatmeal in a car? Seriously folks, if you got up just ten minutes earlier you could make a more hearty non-instant, non-sugary pot of oatmeal, AND you could actually sit at a table as a family to eat it.

Why on earth would be want to teach our two year olds that breakfast on the run is a good thing?

@karacooks and toad3000:
I'm with you guys on the savory thing but also who said it has to be eaten in the morning? Oatmeal was a staple at my house as a kid (still is actually) but we often ate it for dinner with all kinds of stuff (my dad was especially fond of salsa, frozen peas, and an egg) mostly because it was one thing my dad (post divorce) knew how to make well. Also on that list was ramen but... I never thought it was weird until the reactions I got first year of college when I asked for plain (because it always already had sugar!) to be served in the dorm cafe during dinner. People thought I was nuts!

As far as the Quaker Oats deal, I'm thinking we humans are going to need a lot of energy to take on the dancers Brandon Flowers sings about.

@oregonpinot - I agree. In fact I had oatmeal with my dinner on Tuesday. A little feta cheese, and some sliced grilled chicken breast to round it out. Good stuff. It's really no different from serving mashed potatoes or polenta or anything like that.

i tend to strongly dislike any food campaign. however, oatmeal itself is good. sure a brand name is promoting itself, but you can still buy the no-name brand and get just as good quality because...it's just oatmeal.

i like savoury oatmeal. cornmeal too. i like a cold chunkj of oatmeal left over from morning with a poached egg and some salt on it.

I just had an epiphany! I put a spoonful of peanut butter in my oatmeal and it melted in and is delish! Go try it!

Quaker oats aren't expensive, you can get a huge container for 2.99. I grew up on the stuff, and it's hard to screw it up. A minute before it's done, I toss in raisins, or dried cranberries and some nuts. I remember liking the old Quaker man on the box (never heard that some thought it was William Penn), perhaps it was growing up in New England, and he put me in mind of pilgrims or some such.

It is so surprising that folks find the idea of savory oatmeal odd - I love it with cheese, onions, and worcestershire sauce - someone mentioned feta, that sounds great (my mom is Canadian, and they put Worcetershire sauce on their mac and cheese - it wasn't such a far leap from there to oatmeal for me, especially after hearing about savory asian rice porridges), but it is also good with tvp cooked in to raise the protein. I nearly never use sugar, and the only way I like it sweet is with homemade blackberry jam - the little berry segments break up and blend with the oatmeal in such a delightful way! I'm on a quest this year to lower my cholesterol using oatmeal and bean dishes (not together, of course!)

This Quaker Oats campaign would be much more effective if the ads observed correct English usage. The ad copy should read:

Go, humans, go!!

Without the punctuation, the copy has no meaning.

As a holistic doctor, writer and graphic artist, I bemoan the deterioration of English usage in ads, rap "music," television and film dialog, and in everyday conversation. We are devolving into uncivilized, uneducated, brutish beings.

--Dr. T.C.H.

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