Quaker Oats has unveiled its #FillABowl campaign with Magic Breakfast., which will see it donate 500,000 breakfasts to the charity for World Food Day.
According to the producer, its latest campaign will also feature limited-edition Quaker Oats packs with the normal bowl of porridge replaced by an empty red bowl “symbolising the reality of food insecurity” for children across the country.
The news comes as the latest step in the brand’s 12-year partnership with the organisation, which has seen the producer donate 2.5 million breakfasts to the charity over the last year.
The company added that British rapper Pro Green will also be joining the campaign as an ambassador.
He will be raising awareness on social media and volunteering to serve porridge at St John the Baptist primary school in Hackney at one of the Magic Breakfast’s clubs, according to the company.
“We hope our latest campaign with Magic Breakfast and Pro Green continues to raise awareness and donations for Magic Breakfast and the fantastic work they do,” Quaker Oats head of marketing Claire Molyneux said.
Magic Breakfast head of fundraising Emily Wilkie added: “We recognise the importance of setting a child up for the day in the right way with a warm, hearty breakfast.
“Our long-standing partnership with Quaker has helped to fuel many children’s potential over the years, and we hope our #FillABowl campaign with Pro Green will help to do so for many more.”