The UK were losing the breakfast habit, with 45% (over 27 million people) regularly skipping, a figure which worryingly included 4 million kids. As category leaders, Kellogg’s wanted to encourage ‘skippers’ to start every day better with breakfast cereal, but were unsure of how to go about it.
To solve the problem, we created a trial and awareness campaign focused on key tangible benefits of a balanced breakfast (for weight management, mental focus, nutritional make-up and the ability to perform better every day) – each spearheaded by a relevant celebrity including Ian Wright, Supernanny Jo Frost and Dame Kelly Holmes.
The campaign was Kellogg’s biggest ever multi-brand activity supported on-pack, in-store, through direct mail, in print & TV advertising and across the digital spectrum.
Wake Up To Breakfast delivered unprecedented retailer support, gave Kellogg’s their highest ever levels of secondary siting, beat its sales target by 300%, and grew the category with 140m more cereal breakfasts eaten during the campaign.