We wanted our faithful audience to experience the cholesterol-lowering properties of the Quaker Oatmeal that they knew and loved.

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So, we approached the town of Lafayette, Colorado asking them to eat Quaker Oatmeal for 30 days and record how much their cholesterol levels went down.

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The results were amazing.

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Armed with that information, we set up in Lafayette to meet the people and do a bit of real-people casting.

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All of this led to a national campaign that put both Lafayette, Colorado and Quaker Oatmeal back on the map.

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The spots featured here are two examples of when we took the Challenge across the country.

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We later approached the town to suggest changing the name from Lafayette to Cholesterol Falls.

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They respectfully declined.

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We felt a little better when the campaign won a Gold Effie.