CAMPAIGNS: Ceres helps cereal group raise profile - Consumer PR

The annual Farmhouse Breakfast Week was launched four years ago. This year, Reading-based agency Ceres wanted to harness the popularity of TV cookery programmes to spread the campaign's messages further.

Objectives

To raise the consumption of home-grown British cereal. To highlight the nutritional value of cereals and improve links between growers, processors, caterers and consumers. To raise the HGCA's profile.

Strategy and Plan

To get as many partners to run their own events using HGCA publicity material. Information was sent out eight months prior to launch suggesting ways of involvement. Links between high-quality regional food and the rural community were highlighted. Meetings were held with companies and organisations including farmers' markets, the National Farmers' Union, export marketing firm Food from Britain, Jordan's and Quaker.

A Farmhouse Breakfast Week logo was developed, plus a recipe booklet and other merchandise. 226 events were planned nationally.

A press pack and interviews were given to trade and agricultural press.

Journalists also picked up on the news-hook about increased levels of stress at work due to not eating a proper breakfast.

Measurement and Evaluation

There have been 520 press articles to date, reaching a readership of 107 million people. Features have appeared in magazines such as Red, Slimmer, Now, Woman and Women's Health.

Four TV articles, including Good Food Live and Ready Steady Cook, plus 98 radio features including mentions on BBC Radio 1, Radio 2 and BBC Radio 4, reaching a combined listenership of 34 million people.

Results

The effect on consumption levels is still unknown. The HGCA has, though, forged partnerships with many of its target organisations, a fact highlighted as a factor in the future development of the farming industry in the Curry Report - a study in the wake of last year's foot-and-mouth crisis - which, as a result, has given it a higher profile within the agricultural sector.

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