The A Better Breakfast campaign will feature a roadshow, which this month will visit Tesco and Sainsbury’s stores across the south of England, as well as three mainline London railway station visits next month, including London Victoria on 4 and 5 March and London Waterloo on 6 March. Visits to Tesco’s HQs in Cheshunt and Welwyn Garden City are also planned.
The agency also told Event it would be teaming up with one of London’s breakfast cafes to increase its reach and push for the breakfast occasion.
A team of breakfast chefs and brand ambassadors will showcase a variety of breakfast samples on a portable breakfast bar, while also giving advice and recipes tips for the occasion. The activity will be supported by a high-profile media and social media push, plus promotional activity and trade support.
Actimel, Bonne Maman, Debbie & Andrew’s, Douwe Egberts, Hovis, HP, Nestlé and Rowse will all form part of Brand Belief’s A Better Breakfast campaign.
The first National Deskfast Day is also being held on 19 March as part of the activity, to encourage people to get ‘back to breakfast’. Consumers will be encouraged to post workplace breakfast pictures to Twitter and Instagram using the hashtag #DeskfastDay.
Brian George, director of Brand Belief, said: "Breakfast has long been considered the most important meal of the day, however with shifting consumer attitudes and lifestyles, the breakfast occasion has changed, evolving into something much wider than the traditional family breakfast around the kitchen table with more and more people eating on-the-go or at work.
"A Better Breakfast has been created to both reflect these changes whilst also encouraging consumers to get ‘Back to Breakfast’ by making it easier and more fun for everyone to enjoy, wherever or whenever they eat it."
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