Quaker Oats Enlists Bob Harper of 'Biggest Loser' for New Campaign

The Quaker Oats Company, a unit of PepsiCo (PEP), introduced two new brands of hot cereal and a marketing campaign featuring Bob Harper, the host of NBC's "The Biggest Loser."

Quakers Oats will introduce Mix-Up Creations Instant Oatmeal, which will be aimed at children, and Hearty Medleys Instant Multigrain, the company said in a statement.

Starting Sept. 1, the company will also launch an advertising campaign called Amazing Mornings, which will feature Harper. Quaker Oats will partner with Toronto-based ad agency Juniper Park on the campaign.

"Only about half of Americans eat breakfast every day," said Jaya Kumar, president of Quaker Oats. "We see a universal need for education and motivation to help Americans make breakfast a daily, healthy habit."

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Those Trainers Suck !

August 24 2010 at 9:52 PM Report abuse rate up rate down Reply

Exactly! Bob Harper is NOT the host. @@ He is one of (the other is Jillian Michaels, btw, AOL) the trainers. Allison Sweeney is the actual host(ess) of the show. Research, AOL, research. Perhaps you should consider it.

August 24 2010 at 7:58 PM Report abuse +1 rate up rate down Reply

still sounds like an overprocessed breakfast meal. good old fashioned oats is still the best with lots of fiber and more of the nutrients intact.

August 24 2010 at 5:37 PM Report abuse -1 rate up rate down Reply

Oh goody. Get ready for "Biggest Loser" product placement like the Extra gum, Jello, Jennie-O, and Subway... I can see it now. Don't get me wrong, I like Bob... I think he's much better than "tough love, yell at them, try to find out what's really going on inside and pretend you care" Jillian - - but the producers of Loser need to be careful to not alienate more of their audience with obvious product placement "in show" commercials.

August 24 2010 at 4:56 PM Report abuse +1 rate up rate down Reply

Bob Harper is not the host of the show. He's one of the trainers.

August 24 2010 at 3:00 PM Report abuse +4 rate up rate down Reply
1 reply to kteaches's comment

Thank goodness someone finally said it! lol!

August 24 2010 at 6:34 PM Report abuse +1 rate up rate down Reply