Kellogg’s launches second effort to promote breakfast

Wake Up To Breakfast 2008 will see Kellogg's invest £2 million in a two month long promotion fronted by Olympic champion, Kelly Holmes, and delivered in alliance with Microsoft Live Search.

Kicking off at the start of July, Kellogg's will be using Wake Up to Breakfast 2008 to stress the mental and physical benefits of eating breakfast.

The company's breakfast benefit message will be carried to mums with children on 35 million cereal packets including Rice Krispies and Corn Flakes.

In a departure from last year's campaign, Wake Up to Breakfast will now include significant investment in online activity.

The company has partnered with Microsoft Live Search to promote Wake Up to Breakfast on Microsoft's UK digital channels – including MSN and Hotmail.

To support the performance message of the campaign, consumers visiting the promotion's website ( www.kelloggs.co.uk/wakeup) will be able to use Microsoft's Live Search function to search for community sports and activity clubs in their area.

Full in-store and category management support will be provided to help retailers make the most of this category driving campaign.

TV and print advertising and a PR campaign will run across the two months to push the promotion and help drive consumption.

According to Kellogg's sales director, Jean-Yves Heude, the company wants to build on the success of last year's promotion.

Wake Up To Breakfast 2007 delivered 400,000 more everyday breakfast eaters and a seven per cent increase (up to 77%) in the number of people who think breakfast is an import meal.

Jean-Yves said: “Our commitment to promoting cereals as an integral part of the breakfast occasion has helped the category grow to its current £1.23 billion value. And, as the UK's most famous cereal company, we want to help our retail partners achieve maximum sales from this category.”


“The trade will see a significant change to our campaign this year. We have one celebrity and one key message. In an Olympic year, we are delighted to have double gold medallist Dame Kelly Holmes front the promotion.”

All major multiples will be actively supporting the promotion in-store. Commenting on the value to the grocery trade of Wake Up To Breakfast, Tesco buying manager Sarah Armstrong, said: “One of Tesco's biggest strengths is satisfying a wide range of shopping needs via our formats. We worked closely with Kellogg's on the Wake up to Breakfast campaign in 2007 to develop a differentiated offering for each format, ensuring we could reach as many customers as possible with a tailored promotion.

“We are pleased to support the Kellogg led category initiative as it highlights the importance of eating breakfast daily. As well as the short term impact, the campaign has a positive effect on driving the category forward.”

Kellogg's currently has a 42 per cent share of the £1.2 billion ready-to-eat breakfast cereal category.