Baked oats are the cake-like breakfast treats that have gone viral on TikTok and Quaker Oats' recipe-led #ItStartsWithQuakerOats campaign shows just how easy it is to make great-tasting, versatile meals with oats. Quaker Oats created a series of recipe videos just for the short-form video platform and it used techniques that are popular on the platform like POV shots and jump cuts to keep users' attention.
The chef-inspired recipes include decadent Black Forest Gateau Baked Oats, Apple Crumble Baked Oats and Cherry Bakewell Baked Oats, which only call for a few ingredients to be combined before they're ready to pop in the oven.
Beyond TikTok, the campaign is also running on Instagram, Twitter and Facebook, and influencers will be part of the conversation too.
Dessert-Style Baked Oats
Quaker Oats' Campaign Shows TikTok How Easy It is to Prepare Baked Oats
Trend Themes
1. Baked Oats Trend - Quaker Oats capitalized on the viral TikTok trend of baked oats with their recipe-led campaign, showing potential for other brands to join the trend.
2. POV Videos Trend - Quaker Oats utilized POV shots and jump cuts, popular on TikTok, to create their recipe videos, showing the potential for this technique to be adopted by other brands for marketing on the platform.
3. Influencer Marketing Trend - Quaker Oats enlisted influencers to be part of their #ItStartsWithQuakerOats campaign on multiple social media platforms, highlighting the trend of influencer marketing in the food industry.
Industry Implications
1. Food Industry - The baked oats trend and creative recipe ideas presents an opportunity for other food brands to innovate and create breakfast products that cater to the changing tastes of consumers.
2. Marketing Industry - The success of Quaker Oats' campaign using popular TikTok techniques and influencer marketing highlights the potential for other marketing agencies to incorporate these tactics in their social media campaigns.
3. Influencer Industry - Quaker Oats' use of influencers and trendsetters in their campaign can inspire other companies to seek out and collaborate with influencers in their respective fields to increase brand visibility.