Who needs beauty when you’ve got oats? That’s the deliciously real question Quaker is asking in its newest campaign with Uncommon Creative Studio, and spoiler alert—they’re not here to win any fashion shows.
Last month, Quaker hijacked London Fashion Week by debuting what might be the world’s ugliest dress: a porridge-powered monstrosity made entirely out of oats. Yes, including the boots. TikTok influencer Lily Rose wore it with pride (and possibly a little discomfort), racking up over 8 million views and leaving fashionistas in a state of oat-fueled confusion. It was the dramatic entrance for the brand’s new mantra: Deliciously Ugly.
Now, the brand is doubling down on the campaign with a laugh-out-loud poster series that leans in. You won’t find airbrushed fruit parfaits or golden milk swirls here. These posters are raw, messy, and proudly unfiltered. Each one pairs a bowl of gooey, gloppy, honest-to-goodness porridge with classic British insults like “Walloped by the ugly stick” and “Like a bulldog chewing a wasp.” The result? A glorious celebration of oats in their natural, chaotic state.
“We designed these humorous posters to push Quaker’s ‘Deliciously Ugly’ campaign to its limits, following on from the iconic but hideous ‘Porridge Dress’ at London Fashion Week,” said Scott Dungate, chief creative officer at Uncommon. “The headlines channeled the many ‘ugly-isms’ found in British slang, and redirected them to our bowls of admittedly ugly but delicious oats.”
And here’s the best part: no digital retouching. What you see is what you slurp. The forty unique posters will pop up across London through March and April, showing off Quaker’s unapologetically unfiltered oats.
In a world obsessed with filters and food porn, Quaker is serving up something refreshingly real—and maybe just a little bit gross. But hey, it’s what’s on the inside (of the bowl) that counts.
REELated:
Pedro Pascal dances through heartache in Apple’s AirPods 4 ad, Directed by Spike Jonze
