Quaker Oats is reveling in its ugliness. And it’s all because Uncommon has coaxed, or sold  the idea to Quaker of bravely going where other cereals would not dare to tread.

Last month, Quaker & Uncommon hijacked London Fashion Week with the world’s ugliest dress – a garment made entirely from porridge, including oat covered boots, worn by TikTok influencer Lily Rose. The bold move poked fun at high fashion’s ongoing obsession with the bizarre, where ‘ugly’ is often celebrated as avant-garde. From Balenciaga’s trash-bag purses to Crocs on the catwalk, the industry has long embraced the unconventional. Quaker stirred the pot, quite literally, on what it really means to be fashion-forward.

The oat couture fit turned heads and raised eyebrows from those passing by – racking up over 8 million views on socials – and launching the brand new Deliciously Ugly campaign in style, visually manifesting the campaign’s sentiment.

Quaker Oats isn’t as beautiful, colourful or trendy as its competitors. But that’s because it’s real food – unfiltered. So, similarly to the fashion industry, a category obsessed with looks, Quaker is proud to say it is deliciously real, Deliciously Ugly in fact, which is exactly what the next installation of the campaign illustrates.

Taking inspiration from everyday colloquial British phrases often used to describe unattractive things such as ‘Bulldog chewing a wasp’, ‘Looks minging’ and ‘Walloped by the ugly stick’, these expressions are accompanied by unfiltered images of Quaker Oats, in their natural, enjoyable and messy state.

The executions feature Quaker Oats at its finest with humorous and self-deprecating phrases juxtaposed with the brand’s reassurance that their oats remain ‘Deliciously Real’ and ‘Deliciously Ugly’, leaning in to the fact that while Quaker Oats might not win any beauty contests, it is real food with nutritious benefits.

In a move that sets it apart from the majority of modern food advertising, none of the oats shown in the posters were altered or retouched – ensuring that the porridge reflected its natural state authentically. The forty distinctive flyposters will be displayed across various London boroughs throughout March and April.