Quaker Contest Draws Hundreds of Thousands of Recipes: Now it’s up to America to Vote for the Winner

Posted on by Patty Odell

After receiving hundreds of thousands of submissions for the Quaker Oats “Bring Your Best Bowl” contest, the three finalists are now rallying votes to select one favorite flavor.

It all began back in December 2015, when Quaker looked to its fans to find its next oatmeal flavor. It launched the contest encouraging fans to submit oatmeal flavors using two-to-five ingredients, along with their inspirations. To help launch—and draw attention to—the contest, Tiffani Thiessen, actress, foodie and mom of two, participated in a kick off event in New York’s Time Square in January.

Quaker Bring Your Best Bowl
On-pack messaging drives consumers to vote for the favorite flavor.

Over the next four months, Quaker received 500,000+ submissions. The recipes that came to the top, based on the combination of flavors and entrants’ inspirations, are Apple Cheddar Rosemary, Lemon Ricotta Pancake and Vanilla Chai to the top. The three new flavors have been packed up together and are available in stores so consumers can give them a try. On-pack messaging supports the voting period.

It’s now up to America to decide the winning flavor. Voting takes place through Nov. 19, 2016 at BringYourBestBowl.com or by using the hashtags #VoteAppleCheddarRosemary, #VoteLemonRicottaPancake and #VoteVanillaChai hashtags.

The grand-prize winner will receive $250,000 in February 2017, along with the chance for their oatmeal creation to hit store shelves for a limited time.

“People had a lot of fun with this contest, and it was amazing to uncover some really unexpected oatmeal flavors and creative inspirations,” said Becky Frankiewicz, senior vice president and general manager of Quaker Foods North America, a unit of PepsiCo.

In addition to the Quaker Oats “Bring Your Best Bowl” contest, Quaker turned the month of October into Oatober, with a nationwide movement to celebrate the goodness and versatility of oats. Throughout the month, Quaker encouraged people to think differently about the healthy staple using recipes, videos, events and social content. All the messaging pointed to how everyone can enjoy Quaker oats in more ways, more often. Each day during the month, the brand featured a recipe on its social channels—Pinterest, Facebook, Instagram and Tumblr—and on www.quakeroatober.com to show a range of hearty breakfast favorites like apple cinnamon overnight oats and snacks like energy balls.

An “Oatober Bowl” was also developed by Quaker’s Chief Creative Oatmeal Officer, Samantha (Sam) Stephens, with help from actress Katie Holmes, that was added to the menu at OatMeals, Stephens’ New York City oatmeal bar.

Watch the kick off YouTube video with Tiffani Thiessen:

Related articles:

Quaker Oats CMO On Repositioning the Brand


Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by Patty Odell

Damon Swenson, Brand Activation Manager at Dr Pepper, on crafting a retail program using custom labels tied to Millennials’ passion points and lifestyle interests like fashion, music and pop-culture. He presented his case study at Marketing to Millennials 2017.