HGCA
Farmhouse Breakfast Week
Farmhouse Breakfast Week is one of the longest-running, and most successful generic awareness campaigns in the calendar. Ceres has worked with organisers, HGCA for over a decade, to ensure that the campaign not only remains fresh, but grows each year. With over 1,500 events organised by third parties, in recent years, it is essential that the campaign reaches right across the food chain - from the farm- gate to the plate.
Activity includes the production of eye-catching promotional material, a campaign website, and consumer and trade PR activity that engages its target audience, and encourages the support of up to 75 third party organisations.
Media stunts have included the 'world's largest bowl of porridge' and a breakfast cook-off with farmers - both of which gained extensive national coverage including BBC Breakfast, Newsround and Wake up to Wogan.
Farmhouse Breakfast Week 2010 will take place 24-30 January 2010! Visit us on Twitter and Facebook too.
www.farmhousebreakfast.com
All About Oats
From jumbo and pinhead, to porridge and oatcakes, there are a vast range of oats and oat products to choose from! The All About Oats campaign, on behalf of The Scottish Oats Group in collaboration with HGCA, demonstrates the versatility of oats and raises awareness of the health benefits they offer the whole family.
Based on approved nutritional information and solid research, combined with enticing photography and tempting recipes; this media-led campaign has achieved extensive on-message coverage, in print, broadcast and on-line over two years.
www.allaboutoats.com
Wholegrain Goodness
The Wholegrain Goodness campaign, launched for HGCA in 2004, encourages incorporating wholegrains into everyday life as part of a healthy balanced diet.
The website - www.wholegraingoodness.com - features recipes and nutritional information. A quarterly e-newsletter communicates news on the latest industry developments and health information about wholegrains.
www.wholegraingoodness.com
HGCA Supply Chain
Ceres has tackled the challenge of bringing to life the issues in the cereals supply chain with a wide range of communications tools. HGCA is one of the co-founders of the Cereals Industry Forum which identified a number of key issues that needed addressing in the cereals industry. HGCA's Supply Chain Partnership helps to communicate best practice across the industry.
There has been extensive use of video and audio podcasts, illustrating the real life case studies that have been central to the campaign. Trade and regional media relations are supplemented with e newsletters.
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