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Quaker Chewy Bar

Branding | 1 year, 10 months ago


Pitch

PITCH

Branding

TargetSUMMARY

PepsiCo's Quaker is reviewing its Quaker Chewy snack-bar business. The move comes as the company looks to house its different businesses under the Quaker name at separate agencies. According to the request for proposal, Quaker in the past has had its hot cereal and snack bars business under one agency's roof, considering the two businesses to be similar. EnergyBBDO has been the lead agency on the Quaker business since 2012. The agency is still working on the hot cereal business, said an agency spokeswoman. "Recently, however, Quaker has adopted a demand space driven approach to positioning and communications," said the RFP. "With this shift, the Quaker Oatmeal and Quaker Chewy businesses now play in distinct demand spaces. " A Quaker spokeswoman told that "we can confirm that we're in the process of exploring additional ad agencies to support 2016 Quaker Chewy work." The review is likely to be a swift one. The company reached out to agencies in mid-November, and shops were scheduled to present their pitches on Dec. 18. It appears as though no in-person meetings will be held prior to the presentations, at least according to the RFP, though there are two phone calls that were to be scheduled. EnergyBBDO was also the lead agency on PepsiCo's Lay's brand, but as of May, the agency no longer works on that brand.

PITCH BRIEF

TargetTARGET | Insights on Snack Bar Consumers

Consumer Snacking Behavior

Consumer Snacking Behavior

Source: SnackAndBakery

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