Quaker Wellness Pitch
Role: Executive Creative Director, Pitch Leader
Partner Agencies: OgilvyPR
CHALLENGE: Establish Quaker as mom's trusted partner in wellness with an integrated cause marketing campaign that generates PR and drives merchandising across Quaker portfolio
INSIGHT: As overscheduled families struggle to find together time and budget cuts hit gym class, recess and parks, the vital experience of unstructured play is endangered. But moms long for simpler times as they seek balanced nourishment for their families.
IDEA: Simple food and simple fun nourish kids' bodies and spirits
Quaker takes a stand for importance of play as crucial part of raising healthy, happy kids and rallies consumers to join the movement (spec creative)
Site features save play letters for families to start campaigns, daily play ideas, recipes, partner links. Current social media channels would really strengthen this campaign and engage consumers for impact.
Consumers get in the action by creating viral PSAs
Save Recess Rallies
Events at local schools with celeb appearances raise awareness and family support for Save Play Fund. Supported by PR and mommy-blogger outreach.
PR awareness launch in NYC with national morning show featuring celebrity Red Rover game. Other events in key markets
Recommended partners to boost credibility, outreach, action and results
Delivers added value booklet
Fundraising events transform parking lots into playgrounds for hopscotch, 4-square and other playground games.
Proposed full menu of custom programs, offers and cross-merchandising to secure key retailer support to raise awareness and funds
renee mahoney cross-channel creative ideas