Quaker, the number one brand in the hot sector* has developed a creative new 'Oat So Simple' TV advertising campaign. Airing from late January the ad will emphasis the brands maximum convenience proposition and drive sales.

The new ad is set to grow Quakers current value share (56.8%) through an increased focus on the OatSoSimple brand.

Aimed at consumers who already appreciate the benefits of Oats and want a hot and healthy breakfast, with added convenience, the two 20 second ads bring to life the functional benefits of OatSoSimple in a humorous way. The ads are designed to resonate with the target audience who appreciate anything that makes life in the morning a little easier

Sean Summers, Marketing Director of Quaker, says "time is one of our most valued resources and Quaker OatSoSimple delivers this to the consumer in abundance. This ad campaign is designed to communicate this product benefit to consumers who want speed without compromising on the taste and quality of their breakfast - simply perfect porridge! Retailer's can capitalise on the brand investment by insuring their shelves are fully stocked with a range of OatSoSimple products"

The two ad creatives draw humorous comparisons between someone putting a bowl of Oat So Simple in the microwave on a two minute timer and typical everyday morning 'dramas' such as clearing the snow from the drive and drying hair being achieved in the same timeframe. The voiceover says; 'If only everything in the morning was 'OatSoSimple'.

The catchy strapline make more of your morning appears at the end of the ad and encapsulates the convenience of OatSoSimple.

The TV campaign will run for an initial eight week period and is also being supported with substantial marketing investment including a 3 month breakfast radio sponsorship.

* All stats are Nielsen YTD 03.01.09