Quaker Oats, Bringing "Health, Wealth and a Good Breakfast"
May 16, 1997
Founded by three millers, Ferdinand Schumacher, Henry Parsons Crowell and Robert Stuart, Quaker Oats has been on the market since 1901. With Crowell’s specialty in advertising, cash-prize contests, sampling, market testing, giveaways and box-top premiums began what has been thought to be one of the most successful advertising brands.
Quaker Oats was the first major national cereal corporation, introducing consumers to the world’s first cereal box prizes and of course, Cap’n Crunch cereal. In 1997, the FDA’s decision to approve a health claim for a fiber’s relationship to heart disease left Quaker Oats with an unprecedented opportunity to take advantage of the new market opportunities.
The brand soon brought its health appeal to as many consumers as possible. The “Yours for Health, Wealth, and a Good Breakfast… It makes a merry heart” campaign capitalized on this, with a breakthrough message that provided a reason for consumers to eat oatmeal. There was added value in selling Quaker Oats product as a "healthy" breakfast option and the campaign was a powerful tool in shaping consumer preferences.