Quaker Oats Uses Thermal Imaging to Illustrate Food Insecurity in the UK

The colder it gets, the more important a warm, wholesome, nutritious breakfast becomes[1][2]. However, many people lack access to a warm breakfast - studies from the Food Foundation and charity Magic Breakfast - show that one in four children are at risk of food insecurity in the UK.

To raise awareness of this problem, Quaker UK and Uncommon have released a hard-hitting print and outdoor execution, featuring a real class of schoolchildren - shot with a thermal effect to illustrate the statistic that one in four children could go hungry this winter.

Quaker’s mission is to make a warm breakfast more accessible to those who need it most, when they need it most. To provide a warming breakfast to the children most in need, Quaker will be donating up to three million warm breakfasts to support families through an on-pack promotion in collaboration with charities FareShare and Magic Breakfast.

Quaker has gone further to make a warm breakfast accessible to all - especially in the coldest days when we need it most. The brand will also be offering shoppers dynamic coupons to redeem against its products which will see the value change depending on the temperature outside. The colder it gets, the more shoppers save.

This came to life through a suite of social and dynamic OOH which showcased the live temperature in the area as well as a link to the coupons. As well as a first-ever special build OOH activation which scanned and displayed the thermal images of passers-by; then offering them a link to the dynamic coupon.