PepsiCo

Quaker PawRidge Digital Experience

Digital Channels Production Manager

Led the digital production for the launch of Quaker PawRidge (a playful twist on the word ‘porridge’), a children’s oat cereal brand. Delivered a vibrant, family-friendly online platform that introduced an engaging and imaginative world where kids interact with the delightful characters from the PawRidge universe.

Challenge

In 2009, Quaker introduced PawRidge as part of its strategy to capture the family cereal market by appealing directly to children while reinforcing its reputation for quality and nutrition among parents. The goal was to launch an engaging digital experience that resonated with both audiences and highlighted the product’s unique attributes.

Key challenges included:

Building a New Online Identity
Quaker needed to create a digital presence for PawRidge from scratch, blending playful, child-friendly design with informative, parent-focused content.
Engaging a Dual Audience
The website had to balance fun, interactive elements for children with practical and nutritional messaging to appeal to parents.
Coordinating Multi-Territorial Delivery
The project required seamless localisation and cultural adaptation to deliver consistent messaging across three territories while catering to diverse audiences.

Response

As Production Manager at Kids Industries, Adeeb Khan oversaw the entire production lifecycle, delivering a digital platform that brought the PawRidge brand to life.

Transformation & Value Creation

The project successfully introduced Quaker PawRidge to the digital market, creating a distinctive online presence that resonated with families and established the product as a trusted, nutritious, and fun choice for children.

Interactive World
Delivered an engaging interactive world, featuring characters, games, and storytelling elements, creating a compelling impression for the PawRidge brand.
Parental Engagement
Designed content tailored for parents, including nutritional information and recipes, building trust and advocacy for the brand.
Technical Experience
Engineered a robust backend architecture using Adobe ColdFusion and implemented a dynamic Flash-based frontend with advanced animations, delivering a seamless, visually engaging, and responsive user experience.
Streamlined Collaboration
Introduced Box.com to enhance communication and workflow efficiency, significantly improving project delivery timelines.
On-Budget Delivery
Successfully managed the £250,000 budget, ensuring high-quality outputs while meeting all financial targets.

Conclusion

The launch of Quaker PawRidge’s digital platform demonstrated Quaker’s commitment to innovation and family engagement. By delivering a playful, interactive experience for children and informative content for parents, the project established a strong digital identity for PawRidge and set a benchmark for future product

Skills & Expertise

Strategic, leadership and technical competencies applied to this engagement.

  • Data & Insights
    • Data Analytics & Insights
  • Experience Design
    • Interaction Design (IxD)
    • Persona Development
    • Prototyping & Wireframing
  • Operations & Process Optimisation
    • Digital & Collaboration Tools
    • Profit & Loss (P&L)
    • Project Management
    • Resource & Capacity Planning
    • Risk Management
  • Sales & Marketing
    • Digital Marketing (SEO, Social Media, Email, PPC)
  • Technology
    • Front-End Frameworks
    • Monitoring & Logging
    • Technical Architecture & System Design
Platforms & Systems

Platforms, systems, and technologies involved.

  • Adobe ColdFusion
  • Adobe Flash
  • Box.com
  • Managed Cloud Hosting
  • Managed Support
  • Websites & Content Management Systems