Oatmeal and the Olympian

1/18/2011

Quaker is pairing oatmeal and an Olympian in a new initiative that will help Canadian food banks.

Called 'Unlock Amazing,' the initiative involves PepsiCo Foods Canada's Quaker brand and Olympic Champion Alexandre Bilodeau pairing donate bowls of oatmeal to Canadians that use food banks.

Quaker Canada is taking this attempt online by asking Canadians to join a Facebook page where they can make a donation by creating a virtual breakfast bowl. While Quaker's planned donation is one million bowls of oatmeal this year, they will double that donation if 25,000 online consumers create a bowl. Facebook users that participate also have the opportunity to enter for a chance to win prizes, including a ski vacation with Bilodeau.

This campaign is a simple and fun way that Canadians can help give a wholesome breakfast to others in need, said Kathryn Matheson, VP of marketing at Quaker Foods and PepsiCo Foods Innovation at PepsiCo Foods Canada, in a release.

"I feel privileged to be part of the Quaker brand's efforts to ensure breakfast is accessible to Canadians who are helped by food banks," said Bilodeau in a release.

PepsiCo Canada is Food Banks Canada food partner and donates to some of its affiliate member food banks in Canada. Food Banks Canada executive director Katharine Schmidt noted that food banks have given food and other assistance to more than 700,000 people each month for the better part of a decade. The food banks are a critical emergency food source for Canadians in need, said Schmidt. "This reality makes what the Quaker brand is doing even more relevant, because it's programs like this that go a long way to providing much needed support required to address hunger in Canada."

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