Dive Brief:

• The Quaker Oats Company's brand Quaker Chewy created a program of fun summer activity ideas for families whose summer camps have been canceled, according to a press release from the PepsiCo subsidiary.
• The NoCampNoProblem.com website features camp-themed activities, games and crafts. The brand partnered with actor and singer Taye Diggs to share how he is creating Camp Chewy at home for his son Walker.
• From June 30 through July 21, parents had an opportunity to share their family's own favorite camp activities for a chance to win $250 of "Play Money" that will be sent via gift card or a branded prize pack. Five hundred families were also randomly chosen to win the Camp Chewy prize pack.

Dive Insight:

Quaker Chewy's virtual summer camp ideas are aimed at creating a source of entertainment for families that are struggling to balance work life with home life this summer, as venues like camps remain closed due to the coronavirus pandemic.

The brand is a popular snack food for kids and by associating its name with the types of content that parents are looking for, it has an opportunity to sell more products as these busy parents are also looking for ideas to feed their children. Earlier in July, PepsiCo reported strong spring sales for snacks during the pandemic as well as Quaker's oatmeal line, per Bloomberg. The consumer packaged goods giant said it will ramp up marketing for the Quaker brand to try to retain new customers acquired during the health crisis, according to the report.

By tapping Taye Diggs, the brand is giving a well-known face to the project who is also relatable as he is in a similar predicament to many of these parents. Quaker Chewy's online summer push follows similar efforts from other brands that have created virtual summer camps. Walmart tapped actor Neil Patrick Harris, basketball star LeBron James, singer-actress Idina Menzel and actress Drew Barrymore to help present its virtual camp. Hasbro has also curated content online to help busy parents manage the juggling of homeschool and work.

One potentially appealing element of the NoCampNoProblem promotion for parents was the chance to participate with the community by sharing their own favorite summer camp activities in exchange for the chance to win prizes in the form of gift cards and gear.