Page 3: Background and purpose
Research commissioned by Kellogg’s showed that as many as 1 in 7 children in the UK do not eat breakfast and that up to 25% eat crisps, chocolate or fast food on the way to school. In addition, 1 in every 8 (around 3,000) breakfast clubs in the UK have closed due to government budget cuts and up to 45% of remaining clubs were at risk of closure.
Research with teachers showed that the majority believe that the lack of breakfast opportunities would lead to poorer academic results and worsening behaviour in schools. The purpose of the Kellogg’s campaign was to show its commitment to breakfast clubs in schools in the UK. The important messages that the campaign was aiming to get across were that:
- breakfast is important for people of all ages especially young people
- breakfast clubs positively impact on children’s behaviour, attendance and ability to concentrate in morning lessons
- Kellogg’s has supported breakfast clubs since 1998
- by buying Kellogg’s Corn Flakes you are helping to feed children at breakfast clubs.
Kellogg’s faced potential noise for its messages from different sources. At the time, the government spending review was high profile in the press which could have resulted in the Kellogg’s story being overlooked. In addition, other food companies also support breakfast clubs which could have led to confusion or dilution of its messages.
It also needed to make clear that this was not a marketing effort to promote Kellogg’s brands but a part of the company’s longstanding Corporate Responsibility programme. Corporate Responsibility involves understanding the impact the business has on the wider community and working to make that impact positive. Kellogg’s has been supporting breakfast clubs in schools and local communities for 14 years and has invested over £1.5 million to date.