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A snack moms feel good about packing and kids feel even better unpacking.

While ranked the most trusted brand among consumers, Quaker Chewy® granola bars lacked differentiation in an increasingly competitive market that is mostly purchased on price.

With each Chewy® granola bar being packed with 100% Canadian Quaker® oats and delicious flavours, we knew Chewy® was a snack moms should feel good about packing and kids should feel even better about unpacking. With this in mind, we introduced a fun and fully animated brand campaign called Packed with Fun. The campaign was designed to highlight all the fun that’s packed in a Chewy® granola bar – our way of showing how Chewy® can power kids through their days.

Post campaign, Quaker® gained dollar share. The first share gain after 13 periods of share decline.