The human insight behind the New Quaker Weight Control Oatmeal campaign is: When you’re watching your weight, it’s always on your mind. It’s as if you have a bathroom scale attached to your ankle, like a ball and chain, following you everywhere. We created the iconic visual of the dragging scale and used it in all media/disciplines. In broadcast media, we also used the Willie Nelson song “You are always on my mind” to ownably reinforce the idea. After eating the new oatmeal, the shackle is released and the scale is left behind. It is a “weight off your mind.”

We used a “surround” approach to generate mass awareness among our target and create buzz in the marketplace. The campaign launched the week of September 5th, 2006 with a surge of activity:National TV & print Product placement within 2 episodes of NBC's reality hit, The Biggest LoserPartnership with The Biggest Loser celebrity fitness trainer, Jillian Michaels. Street teams Bus sheltersHealth club postersNational in-store radio & signageHalf page newspaper Internet advertisingQuaker Weight Control websiteNational newspaper wraps with product samples2 National FSIs