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.”