The Celeb Effect: Rosario Dawson Leads Quaker’s Food Marketing Campaign

Rosario Dawson adds celebrity spokesperson to her list of roles in Quaker’s newest marketing campaign. The actor learns about the benefits of oats in a three-part video series produced by the brand.

“I’m asked all the time about what I eat, and how I stay healthy,” says Dawson in 25 second video introduction. “And, even though I really do try and take care of myself, I realized I need to learn more about how to be consistent about my routine.”

Dawson sits down with a registered dietitian and the two casually chat about how oats can support heart health, digestion and energy.  She then sets out the share the message with people on the streets of New York.

“Oatmeal takes whatever flavour you put it with. There’s so many ways you can incorporate it, so you can actually have it daily,” Dawson says in a conversation with two women featured in the video.

The video series, which launched on Dec. 12, 2018, is also supported through integrated marketing efforts, including digital, social, PR, in-store and strategic partnerships.

“With this video series featuring Rosario Dawson, we want to engage and educate consumers in a new, different, and meaningful way, so we can be a true partner in their health and wellness journey,” said Robbert Rietbroek, senior vice president and general manager at Quaker Foods North America.

While Dawson’s product endorsement can be considered an asset for the company, it’s worth noting that not all research on the topic concludes that spending money on a celebrity spokesperson is worth the money. According to a University of Colorado Boulder study, a celebrity endorsement comes at too great a risk.

“In three different studies, negative celebrity associations always transferred to an endorsed brand, even under conditions when positive associations did not,” said research leader Margaret C. Campbell, an associate professor of marketing. “The overall message to marketers is be careful, because all of us, celebrities or not, have positives and negatives to our personalities and those negatives can easily transfer to a brand.”

Still, investing in celebrity endorsements can mean a huge payoff for brands looking to shake up their marketing strategies, though it’s a matter of proceeding with caution.