White’s Oats

Know your 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 consumers can trust they’re getting an even more healthy start every day through the natural, wholesome and tasty goodness of White’s Oats.

Feel was appointed to help strategically support range growth in Ireland and UK inc Waitrose for their Jumbo Organic Oats and cut through the category sea of beige.


Through our ‘Taste the journey’ and ‘Know your oats’ campaigns, we celebrate White’s provenance, biodiversity, quality and ultimately their supremely creamy taste across their range, in a highly distinctive & authentic way.

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

See White’s social channels here:


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