Quaker dances to a new beat

“Quaker is continuing its “Goodness Starts Today” campaign with a new online mini-documentary that aims to connect with younger, digitally-engaged moms.

In the video, Quaker interviews a dad and his daughter as they talk about how busy their house is and how much they wish they could spend more time together. When the daughter suggests coming to a dance class and performing with her as a way to do that, they begin choreographing and training, and it’s revealed that the dad was reviewing their routine on his phone and computer the whole time.

The “Recital” video is the latest in Quaker’s “Goodness Starts Today” campaign that launched in January with a masterbrand TV spot, as well as other spots that applied the tagline to specific Quaker products like oatmeal, cookies and bars. While the idea of “goodness” has been present in many of the brand’s previous platforms and taglines in relation to the food and ingredients in the products, the new campaign has aimed to apply that to the personal lives of Canadians as well.”