Quaker Oats’ Novella Stars in Univision’s Jesús

Posted on by Patty Odell

Quaker Oats reached out to Hispanics this week with a three-part novella campaign that aired as part of the primetime showing of Univision’s new hit telenovella, Jesús.

The branded novella, which aired on Dec. 10, starred Danilo Carrera and Daniela DiGiacomo, who shared the health benefits of Quaker Oats. The following day, Chef Yisus appeared on Univision’s morning show, Despierta America, to show viewers how to prepare the recipes that were highlighted during Jesús the evening before. Univision influencers pushed out content on social.

The campaign is grounded in Hispanic insights and focuses its messages to the “caretaker” of the household to care for themselves so they can then care for the rest of the family.

“One doesn’t need to speak Spanish to know what’s happening, and Quaker is going after a huge audience with this collaboration,”
Marketingindustrynews.com reported.

“This was an extremely fun campaign to deliver on because it allowed us to use our insights into the Hispanic consumer to bring something new and creative to our client,” said Luis De La Parra, senior vice president, partner solutions, at Univision. We were able to bring to life the importance of health and Latinas as the ‘caretaker’ of the home, along with their relationship with food, to develop a unique campaign that will hit home with our viewers.”

Other articles you might enjoy:

The November premiere of Jesús reached 3.5 million total viewers. The series has averaged 1.9 million total viewers, The Drum reported.


Related Posts

Chief Marketer Videos

by Chief Marketer Staff

“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to…


PRO Awards


Click here to view the 2021 winners.
Information on 2022 coming soon!

CHIEF MARKETER 200 Winners Announced

CM 200

Click here to to view the full list of the 2022 winners!