Research revealed that nearly half of the UK population skip breakfast. Kellogg's wanted to encourage those people, including millions of children, to start the day with a balanced breakfast.
We commissioned a series of surveys to support the key message that people should not be skipping breakfast - the surveys generated a wealth of national coverage. This was supported by endorsements from leading celebrities including 'supernanny', Jo Frost.
The Wake Up To Breakfast campaign achieved branded coverage in national and broadcast media with a combined circulation of 87 million, highlighting the benefits of breakfast to 81% of families with kids
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