Blackpool council has introduced a pilot project to provide free breakfasts for all primary school pupils to stop children starting the day hungry. Similar projects across the UK found that free meals for all helped to close the gap in test results between rich and poor pupils (BBC, 8th January 2013).

Kellogg’s, the world’s leading producer of cereals, devised a plan to communicate the importance of breakfast to selected target audiences. It used a multi-platform campaign to support its ‘Help give a child a breakfast’ campaign.

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