Cereal body uses agency for Euro breakfast drive

Cereal producers across ­Europe have called in agency support to emphasise the value of eating breakfast.

The European Cereal Breakfast Association (CEEREAL) has recruited ­Brussels-based Aspect Consulting on a six-figure brief. The agency will promote the first meal of the day as the most important, primarily targeting decision-makers in Brussels.

Aspect was hired after a five-way pitch that is understood to have included Ogilvy, G-Plus and Pleon. The account was previously held by Hill & Knowlton, which did not repitch.

Studies suggest that more than 60 per cent of Europeans regularly skip breakfast.

Aspect partner Patrick Worms said: ‘Breakfast is not seen as a public health issue. Currently, we hear a lot about the importance of eating things such as fruit and vegetables to tackle obesity, but the importance of breakfast is not recognised.’ Worms added that the value of breakfast is often talked about by nutritionists in terms of ‘outputs’ – for example, that it can improve cognitive ability in children. Aspect intends to change this to ‘outcomes’ – including demonstrating that a healthy breakfast can bring better grades.

Media activity will focus on the main news titles read in Brussels, such as The Financial Times.

CEEREAL represents 13 national breakfast cereal and oat milling associations, including the UK’s Association of Cereal Food Manufacturers, which counts Kellogg’s as a member.

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