Campaign: Breakfasts make it on to the media menu - Consumer

Campaign: Farmhouse Breakfast Week (23-29 January 2005) Client: Home Grown Cereals Authority PR team: The Ceres Partnership Timescale: February 2004 to January 2005 Budget: £80,000

The Home Grown Cereals Authority, promoter of UK grains, has run Farmhouse Breakfast Week since 2000.

Previously, the event focused on the benefits of cereals and regional foods that use cereal in their production. In 2005, the authority charged The Ceres Partnership with promoting consumer messages around wholegrains and the importance of breakfast.

Objectives

To highlight the nutritional value of cereals and breakfast foods, and emphasise the importance of starting the day with a healthy, balanced meal. To promote the quality and diversity of regional breakfast produce.

Strategy and Plan

The Ceres Partnership worked with the media, schools and third parties, including caterers. It sent tailored press releases to regional and women's press, food titles, national newspapers and broadcast outlets. The team also developed a series of breakfast recipes.

More than 15,000 schools got education packs, while pubs, restaurants, hotels and B&Bs were targeted with a Best Breakfast competition, sponsored by Aga-Rayburn. The Ceres Partnership arranged endorsement from Hugh Fearnley-Whittingstall (of River Cottage fame) and liaised with third parties organising their own events, including local bakeries.

Measurement and Evaluation

The Breakfast Week, local events and UK-wide Best Breakfast competitions generated 721 pieces of national and regional coverage in titles including The Sun, The Daily Telegraph, Daily Mail, Caterer and Hotelkeeper, Bella, BBC Good Food Magazine, and the Eastern Daily Press. Coverage ranged from recipes to news of local events, competition details and articles about 'the brain-boosting power' of healthy breakfasts.

Results

According to independent research by The Oxford Partnership, the event raised spontaneous consumer awareness of the campaign by 46 per cent, while awareness that 'breakfast provides energy and essential nutrients' rose from 12 to 16 per cent. The campaign also inspired 900 events organised by third parties.

'We are always keen to encourage any promotional marketing initiative that helps the farming community within our readership,' says Eastern Daily Press rural affairs editor Michael Pollitt, who championed many of the campaign events and promotions in the Norfolk region. He adds: 'The results were positive and our farmers were really chuffed.'

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