2025 Winner
GoldEmerging Talent: New Media Thinking
Quaker
"Welcome to Deline"
OMD, Sumbul Ateeq
"Welcome to Deline"
OMD, Sumbul Ateeq
Quaker has been at the foundation of Canadian family life for generations. Against the backdrop of the tariffs and Trump’s overtures for the 51st state; Sumbul Ateeq identified that Canadian consumers have a fortified love of community, in face of US dominance and socio-economic fragility.
Quaker embraced the Canadian “community-first” mindset and identified a content strategy that would align Quaker’s brand purpose to communities nationwide, during a time of unified, Canadian national identity.
The brand objective was set to increase brand consideration by 10% by establishing Quaker as a vital choice for on-the-go hockey families. In a crowded hockey landscape, saturated with many brands, Quaker needed to define a unique identity based on a real human truth and consumer problem to solve.
As Quaker has many nutritional advantages to other breakfast options, they focused on helping athletic Canadians perform their best when they step on to the ice in their hometown rink.
During the agency’s research, they found that most local rinks don’t currently offer the nourishing food needed to fuel the next generation of Canadian athletes, so they can achieve their full potential. Quaker was about to change that.
Quaker has a legacy of planning with purpose, committed to the depiction and celebration of the cultural diversity of Canadian communities. Principally, the brand has focused on Quakerborough, telling the story of the factory workers of Peterborough, who are committed to producing 100% Canadian made oats to nourish the families in communities across Canada.
Sumbul Ateeq had an ambition to tell new stories, to celebrate Canada’s cultural mosaic, at a time when the nation needed a united front in face of US dominance.
After the success of Claud Giroux’s return to his hometown Navan in the first iteration of the Quaker hockey campaign, this year they aspired to be bolder and go a step further. Partnering with Sportsnet, they leveraged their sporting expertise and production capabilities to help identify and engage our chosen community, supporting in the filming and distribution of the content.
The agency helped identify Déli? ne as the proto-typical Canadian community for our campaign. Déli?ne is a first-nation settlement in the Northern Territories with little over 500 inhabitants, but notably also the birthplace of hockey.
Now with the right story in focus, they built their strategic platform based on a foundation of doing good by the community. Consulting first-nation leads, they ensured that the depiction of the people of Déli? ne was accurate and authentic to achieve a meaningful and positive impact, as we took their story nationwide.
Translating our brand act into amplification strategy they ran programmatic video through inclusive marketplaces to support minority owned businesses. Next, they helped fund quality journalism, running across local and national news sites that help report on, and represent small towns across Canada like Déli?ne.
To launch their campaign, they ran a long-form 3-minute custom spot on the opening night of Hockey Night in Canada live on Sportsnet to introduce leaned-in hockey audiences across the nation to the Déli?ne story, the birthplace of hockey.
Next, they focused on emotive, big-screen media formats to tell the story with impact, from multicultural media; to Amazon Prime Monday Night Hockey; to Gladiator’s return to cinemas.
To support Quaker Protein + instant oatmeal - a new product innovation, perfect for aspiring athletes - we delivered personalization on Meta & YouTube using regional+temperature triggers to serve the right Quaker formulation, at the right time.
The Déli? ne brand act and targeted amplification fueled our appeal to hockey families across Canada, broadening the aperture of Canadian families considering Quaker.
Quaker will continue in their commitment to nourishing communities across Canada, using our platform as storytellers, to cover the rich hockey traditions of the East Coast Maritime provinces.
Quaker embraced the Canadian “community-first” mindset and identified a content strategy that would align Quaker’s brand purpose to communities nationwide, during a time of unified, Canadian national identity.
The brand objective was set to increase brand consideration by 10% by establishing Quaker as a vital choice for on-the-go hockey families. In a crowded hockey landscape, saturated with many brands, Quaker needed to define a unique identity based on a real human truth and consumer problem to solve.
As Quaker has many nutritional advantages to other breakfast options, they focused on helping athletic Canadians perform their best when they step on to the ice in their hometown rink.
During the agency’s research, they found that most local rinks don’t currently offer the nourishing food needed to fuel the next generation of Canadian athletes, so they can achieve their full potential. Quaker was about to change that.
Quaker has a legacy of planning with purpose, committed to the depiction and celebration of the cultural diversity of Canadian communities. Principally, the brand has focused on Quakerborough, telling the story of the factory workers of Peterborough, who are committed to producing 100% Canadian made oats to nourish the families in communities across Canada.
Sumbul Ateeq had an ambition to tell new stories, to celebrate Canada’s cultural mosaic, at a time when the nation needed a united front in face of US dominance.
After the success of Claud Giroux’s return to his hometown Navan in the first iteration of the Quaker hockey campaign, this year they aspired to be bolder and go a step further. Partnering with Sportsnet, they leveraged their sporting expertise and production capabilities to help identify and engage our chosen community, supporting in the filming and distribution of the content.
The agency helped identify Déli? ne as the proto-typical Canadian community for our campaign. Déli?ne is a first-nation settlement in the Northern Territories with little over 500 inhabitants, but notably also the birthplace of hockey.
Now with the right story in focus, they built their strategic platform based on a foundation of doing good by the community. Consulting first-nation leads, they ensured that the depiction of the people of Déli? ne was accurate and authentic to achieve a meaningful and positive impact, as we took their story nationwide.
Translating our brand act into amplification strategy they ran programmatic video through inclusive marketplaces to support minority owned businesses. Next, they helped fund quality journalism, running across local and national news sites that help report on, and represent small towns across Canada like Déli?ne.
To launch their campaign, they ran a long-form 3-minute custom spot on the opening night of Hockey Night in Canada live on Sportsnet to introduce leaned-in hockey audiences across the nation to the Déli?ne story, the birthplace of hockey.
Next, they focused on emotive, big-screen media formats to tell the story with impact, from multicultural media; to Amazon Prime Monday Night Hockey; to Gladiator’s return to cinemas.
To support Quaker Protein + instant oatmeal - a new product innovation, perfect for aspiring athletes - we delivered personalization on Meta & YouTube using regional+temperature triggers to serve the right Quaker formulation, at the right time.
The Déli? ne brand act and targeted amplification fueled our appeal to hockey families across Canada, broadening the aperture of Canadian families considering Quaker.
Quaker will continue in their commitment to nourishing communities across Canada, using our platform as storytellers, to cover the rich hockey traditions of the East Coast Maritime provinces.
Credits
"• Sumbul Ateeq: Associate Strategy Director• George Boulton: Senior Strategy Director
• Amanda Tatham: Managing Director
• Jennifer Sanchez: Supervisor, Social
• Shristi Bupna: Director, Programmatic
• Sam Vaccaro: Associate Director"