Dive Brief:

• The Quaker Oats Company has unveiled “100 Reasons to Rise,” a black-and-white photo series meant to illustrate how mornings can unite people, per a press release. The effort is the latest iteration of Quaker’s first-ever global brand platform, “You’ve Got This.” 
• The photo series features imagery and audio interviews from 100 everyday people aged one to 100 as they sit down for breakfast and prepare to tackle an important day. The series, directed and photographed by Misan Harriman, can be navigated via an interactive web experience. 
• The series also includes an in-person exhibit that will kick off in Toronto before appearing in various other destinations globally. The effort is inspired by brand research that found over 40% of consumers globally feel that mornings are the most hopeful part of their day.

Dive Insight:

Quaker is striving to unite consumers across all walks of life with “100 Reasons to Rise,” a series that showcases how the way we rise — and the breakfast we choose — can impact the rest of the day. Along with finding that many people view the morning as the most hopeful part of their day, Quaker research also discovered a need by consumers for inspiration, with 70% of respondents of its recent global survey reporting that they find hope in others, while nearly two-thirds believe that stories of people overcoming challenges helps keep them going. 

“100 Reasons to Rise” aims to embody the need for hope, encouragement and inspiration by detailing the stories of 100 “humble heroes,” with ages ranging from one to 100, as they sit down for breakfast on an important day of their lives. Among those included is a one-year-old who will serve as a ring bearer, a 61-year-old man preparing to meet his grandson for the first time and an 86-year-old woman who finds joy in movement.

The black-and-white photos in the moving series were taken by photographer Harriman, also an Academy Award nominee, with help from Domizia Salusest. According to Harriman, the project represents a “lightning in a bottle” moment for the PepsiCo-owned marketer. 

"For Quaker to be bold enough to allow us to go to people's homes and really observe them as they live, that adds a layer of authenticity that always comes through in the lens,” said Harriman, in release details. 

To bring the series to the masses, an interactive digital experience allows consumers to explore both the images and personal stories of those involved. Additionally, the brand is engaging with local audiences through an in-person exhibit that includes an interactive pod for visitors to gain an inside look at the project, featuring narration from Harriman. The in-person experience kicked off in Toronto on April 10 at The Harbourfront Centre and will appear at Toronto’s Union Station from April 17-19 before stopping at various other metropolises globally in the future. 

The “100 Reasons to Rise” effort marks the latest iteration of Quaker’s first-ever global brand platform, “You’ve Got This," launched in February in a move meant to serve as a reset for the marketer. The effort shines a spotlight on everyday heroes like parents and the comfort they can provide, with a TV commercial tied to the effort depicting how a morning ritual between a father and son is passed down between generations. 

A global focus from Quaker comes as it encounters challenges in North America, a key market for the Chicago-based marketer. Quaker has been dealing with food recalls since late last year over products potentially contaminated with salmonella and recently decided to close down one of its facilities. In a recent earnings report, parent PepsiCo outlined that operating profit for Quaker Foods North America declined 79% in the fourth quarter of 2023 due to factors including product returns and charges associated with the recall.