Kellogg’s has marked 25 years of its Breakfast Club programme by launching a new brand platform titled “Better days are built on breakfast”.
Developed by creative agency Leo Burnett UK, the campaign revolves around the idea that people of all ages and backgrounds deserve a hearty breakfast.
Last year, the cereal company provided over 25 million breakfast bowls to food banks.
Created by Marcus Aitman and directed by Karen Cunningham through 2AM, the 30-second documentary-style spot sees Kellogg’s pledge to provide breakfast meals to 2,500 more schools to reach 20,000 more children pupils. Part of Kellogg’s Breakfast Club network, Sacred Heart Primary School in Islington also features in the film.
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“We believe every child should start the day with a full tummy, as being hungry can affect how focused they are in class and reduce their mood and ability to learn,” Kellogg’s marketing director Christine O’Brien said. “Breakfast clubs have really been there for thousands of children in the 25 years that we have been supporting them and our new advert truly brings to life the difference that they make.”
Leo Burnett executive creative director Mark Elwood added: “Kellogg is trying to ensure that everyone can have the emotional and physical nourishment of breakfast. Through their Breakfast Clubs they have fed 18 million people across Europe so far, which is just an incredible achievement.
“Providing for those in need, not only great breakfast but vital social connections and a positive sense of mental well-being. Because better days are built on breakfast.”
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More clever marketing from the processed food industry. Any nutritionist worth their salt will tell you children need nutrient dense whole food; especially for their first meal of the day. Kellogg’s will happily contribute to sugar addiction via their carbohydrate loaded processed food. The resulting insulin spikes causing non-alcoholic fatty liver disease in a growing number of children. (Look up the hospital statistics).
In the 1960’s the food industry, (Kellogg’s) paid off scientists** to exonerate sugar and blame saturated fat for health problems. The Chairman of the Department of Nutrition at the Harvard School of Public Health, Fred Stare and Mark Hegsted, (who became head of US Department of Agriculture) were two of them. They both received substantial bribes in order to protect junk food industry profits. So even today saturated fat is viewed by some doctors and nutritionists as unhealthy when science says otherwise.
** Ref:
https://www.seleneriverpress.com/historical/dr-frederick-stare-s-funding-exposed/
https://www.nytimes.com/2016/09/13/well/eat/how-the-sugar-industry-shifted-blame-to-fat.html
For further investigation see the work of:
Dr Anthony Chaffee Dr Malcolm Kendrick
Prof. Bart Kay Dr Paul Mason
Prof. Ben Bikman Dr Paul Rosch
Dr Bret Scher Dr Peter Attia
Dr Casey Means Dr Peter Brukner
Dr Chris Palmer Dr Philip Ovadia
Prof. David Diamond Dr Robert Cywes
Dr David Pelmutter Prof. Robert Lustig
Dr Eric Westman Dr Shawn Baker
Dr Georgia Ede Prof. Steve Phinney
Dr Jeffry Gerber Prof. Tim Noakes
Prof. Jeff Volek Dr Wenpeng You
Dr. Laureen Lawlor-Smith Dr Robert Kiltz
Dr Zoë Harcombe