Shake Up Your Wake Up
Ceres developed and implemented the PR campaign for Farmhouse Breakfast Week 2012.
For the second year running the theme Shake Up Your Wake Up was used. Mums of children under the age of 11 were the key audience for the campaign, but it was recognised that the campaign should also reach out to a wider audience.
The Breakfast Week Challenge was introduced as a new tactic to directly engage with mums and to encourage them to try eating breakfast so they can feel the benefits. Celebrity mum and cookery enthusiast Melinda Messenger was selected as the campaign face.
This was underpinned by a no-stone-unturned press office function, with a range of collateral aimed at highlighting the benefits of eating breakfast to health and well-being.
Angela Dowden was employed as a campaign nutritionist to provide updated information on the health benefits of breakfast and an exclusive was negotiated with the Daily Express to feature her healthy breakfast suggestions. Angela was the spokesperson for a series of radio interviews.
Social media formed a key part of the activity in order to drive visitors to the website, help build and maintain an engaged online community, and drive entries to the Breakfast Week Challenge. A Twitter feed and Facebook strategy and content plan was developed and managed in conjunction with HGCA.
To create further interest and buzz during the week itself, breakfast hampers were delivered to key breakfast radio presenters. These featured cereal boxes which were personalised for each of the presenters to help spark added engagement.
In addition to this, Ceres managed and executed three breakfast school events to support HGCA’s education activity.
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