Kellogg’s marks 25th breakfast club anniversary

Kellogg’s has launched a new brand platform, ‘Better Days are Built on Breakfast’, to celebrate the brand’s 25^th anniversary of supporting breakfast clubs in the UK. The campaign was created with agency Leo Burnett.

The new film aims to raise awareness of Kellogg’s work with breakfast clubs and foodbanks, as the brand looks to increase the size and reach of the programme.

Across 25 years, Kellogg’s has worked with 5,000 schools and donated £5m through the breakfast club programme, and this year wants to support “another 50% of schools” and reach more than 20,000 more children.

The 30-second film gives insight into the homes of a range of people, showing how they experience breakfast. The voiceover says “it’s something everyone deserves” before explaining how not everyone has access to it.

“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,” says Christine O’Brien, marketing director at Kellogg’s.

“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.’’