Quaker logo by three phones: oats poured into a bowl, a man in a dark jacket outdoors, an older woman in a Quaker apron
Submitted by Coolr

Quaker: Share The Warmth

Coolr built Share The Warmth for Quaker with Jason Manford, funding 50+ Heat Hubs across the UK and producing 15 platform-native assets for Instagram and Facebook.

50+Heat Hubs funded
15platform-native assets produced

Case in 60 seconds

Quaker wanted to make a meaningful, tangible impact on local communities in response to the cost of living crisis, which meant the work had to deliver something usable rather than sit as brand commentary on hardship.

The campaign appears to turn on the gap between awareness and access, because people facing a cost of living crisis need to know where warm spaces are and how to reach them rather than be told the problem exists.

Share The Warmth put funded warm spaces at the centre of the work and used trusted talent to carry the initiative with authenticity and empathy, so the message and the provision arrived together.

Coolr partnered Quaker with Jason Manford and worked alongside partner charities and brands including Magic Breakfast and FareShare, delivering 15 platform-native assets as Reels, stills and carousels across Instagram and Facebook. Talent-led narratives were supported by explainer and how-to content built to inform and help communities access support.

Coolr reports 50+ Heat Hubs funded across the UK and 15 platform-native assets produced (Reels, stills and carousels), and states that talent-led content drove strong engagement across Instagram and Facebook.

Strategy Breakdown

People affected by the cost of living crisis who needed safe, warm spaces, and the local communities Quaker set out to reach with access to support.
Brands speaking to the cost of living crisis risk sounding opportunistic when the message outweighs the provision, so Quaker funding over 50 Heat Hubs before talking about warmth appears to be what earned the brand the subject.
Based on the available evidence, a breakfast cereal has no obvious standing in a conversation about heating and hardship, which the page addresses by tying the brand to physical warm spaces rather than to a claim about comfort.
Quaker acted as funder of the Heat Hubs and convener of partner charities and brands including Magic Breakfast and FareShare, placing the brand behind the provision rather than in front of it.
The addition of explainer and how-to content alongside talent-led narrative suggests the barrier was practical rather than attitudinal, since people who already want help still need to know what a Heat Hub is and how to use one.

Creative & Execution System

Assets & channels

  • Facebook
  • Instagram
  • Reels
  • carousels
  • explainer content
  • how-to content
  • stills

Partners

  • Coolr

Participation mechanic

  • The content encouraged action and helped communities access support through the funded Heat Hubs, though the page does not describe a mechanic the audience took part in beyond visiting the spaces.

Creator role

  • Jason Manford — creator

Results & Evidence

MetricValue
Heat Hubs Funded50+ Heat Hubs funded across the UK
Platform-Native Assets Produced15 platform-native assets produced (Reels, stills and carousels)

Why Coolr's strategy worked

  1. 1

    Purpose-led work earns attention when it delivers a real service, because an audience can verify a funded warm space in a way it cannot verify a sentiment.

  2. 2

    Trusted talent carries sensitive subject matter more safely than brand voice does, since a recognisable presenter absorbs the tonal risk of speaking about hardship on a brand's behalf.

  3. 3

    Pairing talent-led narrative with explainer and how-to content splits the labour between reach and instruction, which is what allows social to move an audience from awareness to action.

  4. 4

    Partnering with established charities such as Magic Breakfast and FareShare gives a brand initiative distribution and credibility it would have to build from nothing on its own.

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