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Instagram breakfast book

Challenge

Develop an online activation we can clearly link to the shop floor.

Insight / trend

There are so many cookbooks out there, but no actual breakfast books. Let’s collect different breakfast recipes from our target audience and create a book for retail that they can save for.

Idea

Together with influencers, we collected the best breakfast recipes from real breakfast lovers on Instagram. We then launched the Quaker Breakfast Book, which features 70 inspiring breakfasts for true breakfast enthusiasts.

Result

The book sold out within 4 days at Jumbo supermarkets.


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