If you’re having oatmeal for breakfast today, scroll along.
Quaker Oats’ latest U.K. campaign, “Deliciously Ugly,” is saying the quiet part out loud: Oatmeal is kind of… unappetizing.
Created by Uncommon, the OOH ads feature intentionally unattractive, unretouched images of gloppy oatmeal with headlines like “Beige AF” and “Hot Mess.”
The campaign leans into British slang and humor, positioning Quaker’s oats as lovable despite their “fugly” appearance.
It builds on the brand’s earlier stunt—the viral “Porridge Dress” at London Fashion Week.
Across 40 ad placements, the campaign is a playful and refreshing answer to over-polished food imagery.
