Quaker’s new ‘I owe it to Oats’ campaign focuses on the health benefits of eating oats in the winter months.

The advert also features the brand’s new packaging design, following the reformulation that saw a reduced sugar content in August earlier this year.

Steph Okell, Quaker senior marketing manager at PepsiCo, said: “Our research has shown that for a third of households who do not buy oats, the barrier to purchase is that they don’t know anything about them. Our new campaign drives awareness of the health benefits, giving shoppers clear reasons to buy Quaker oats.”