The Elephant Room Helps Quaker Oats and Magic Breakfast Feed Children’s ‘Fire Inside’

Quaker Oats are stepping up their partnership with Magic Breakfast by releasing a limited-edition donation pack. For the first time in Quaker’s history their packaging will feature an empty bowl to highlight the issue of child hunger. Each pack sold will also donate one breakfast to hungry school children through Magic Breakfast.

The ‘Empty Bowl’ campaign, created by The Elephant Room sits under Quaker’s new brand campaign, The Fire Inside.

Claire Molyneux, senior marketing manager at PepsiCo, said: “It’s unbelievable that in 2021, children in the UK are unable to access a healthy breakfast. We are proud that The Fire Inside campaign is stepping up our partnership with Magic Breakfast, helping to drive further awareness of child food poverty in this country.”

The Elephant Room pitched for the Quaker account earlier in the year, setting out a multi-year programme to activate Quaker’s partnership with Magic Breakfast. The campaign launches this month, removing the porridge from the iconic Quaker bowl on packs, to represent how one in eight children in the UK start their day.

Dan Saxby, co-founder at The Elephant Room said “We wanted to shine a light on the issue of childhood breakfast hunger, and empower our audience, together with Quaker to help tackle this growing crisis. The campaign speaks to Quaker’s belief that every child has the right to the fire inside and we’re proud to be partnering with them to bring this purpose to life”.

The campaign will run across digital, social and include in-store activations supported by other PepsiCo roster and in-house agencies.