Quaker wanted consumers to discover the versatility of oatmeal, so we invited people nationwide to submit their own oatmeal creations for the chance to win $250,000 and inspire a new flavor of Quaker. A Times Square pop-up also helped launch the promotion. Anybody who dropped by the colossal Quaker Oats canister could build their own best bowl and see it displayed on a large digital billboard in Times Square.
Over 500,000 submissions were received, including sweet, savory and classic recipes. To launch the public-vote stage of the competition, Quaker set up a Best Bowl Bistro in Chicago where visitors could taste the three finalist flavors (Apple Cheddar Rosemary, Lemon Ricotta Pancake and Vanilla Chai). Consumers could also vote for their favorite finalists on online or via social media.
2017 l PRO Award l Best Cross-Channel Engagement - Gold Winner
Website - Finalists Phase
Best Bowl Bistro - FInalists Phase
Apple Cheddar Rosemary - Winner Phase
Header cards/packaging for launch phase, finalists phase and winner phase