The ugly one

Quaker UK - Deliciously Ugly

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When your product looks like a big bowl of cat sick and millions of people eat it every single day, you know it's got to be good. That's the basis of the brand platform we established for Quaker in the UK. 

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Instead of singing the praises of our product, we slagged it off at every opportunity across out-of-home, press, radio and AV. We even made a disgusting dress out of actual porridge and crashed London Fashion Week with it, getting papped by the likes of the London Evening Standard and racking up millions of views on TikTok.

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The maddest thing? It actually worked, with the campaign testing in the top 1% of most effective ads ever. Us Brits are a weird old lot.

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Role: CD

Creative: Big Gaz McCreadie