White’s Oats


White’s has been pioneering and championing great tasting porridge and oat cereals since 1841.

White’s takes the time (growing, milling, crafting, farming & innovating) so retailers and their customers can trust they’re getting an even more healthy start every day through the natural, wholesome and tasty goodness of White’s Oats.

To support growth in Ireland and UK inc Waitrose for their jumbo organic oats, Feel was appointed to help cut through the category sea of beige and bring out the unique taste and provenance of White’s Oats in a highly distinctive & authentic way.


We brought the White’s brand to life through our ‘taste the journey’ campaign that celebrates White’s biodiversity, quality and ultimately their supremely creamy taste.

This integrated campaign includes TV, digital advertising, recipe videos, social media and PR.

See White’s social channels here:


Whites has enjoyed significant growth and distribution gains in the 3+ years we have been working together.