How Kellogg’s launched a cross-title multi-media partnership with Trinity Mirror for its ‘Give a Child a Breakfast’ initiative.

1. Carat and Kellogg’s
‘Give a Child a Breakfast’
Executive Summary
Carat and Kellogg’s launched a call to arms against childhood poverty with ‘Give a Child
a Breakfast’, donating two million breakfasts to less fortunate children in the UK;
Kellogg’s biggest CSR initiative.
Carat devised a cross-title multi-media partnership with Trinity Mirror Solutions
(previously the National Advertising Sales Agency), involving the Daily Mirror, Daily
Record and Manchester Evening News, to deliver a local, credible, campaigning rally cry
against child hunger, raise awareness of Kellogg’s Breakfast Clubs, and encourage
participation to deliver Kellogg’s two million donation target.
The campaign was a monumental success – two million breakfasts donated, 280,000
social engagements and a value share increase of 0.25ppts.
Background & Objectives
Kellogg’s business objective was to strengthen its masterbrand communication; the
brand needed to soar to the high ground amid the cereal category losing share to new
breakfast alternatives.
From a marketing perspective Kellogg’s needed to build integrity and trust; this meant
placing Kellogg’s at the beating heart of the community, addressing the issues that really
matter to people.
We set out with ambitious aims: to generate two million breakfast donations, raise
awareness of child poverty in the UK and establish the importance of breakfast to
children’s wellbeing. We also needed to improve perceptions of Kellogg’s integrity and
reverse the sales decline.
Newsbrands, with their campaigning heritage, were the best medium to generate this
call to arms against child poverty in the UK. We also knew that brand endorsement is
crucial in prompting action among our ‘mums’ target audience; they buy brands
endorsed by influencers such as leading newspapers, indexing at 165 (CCS).
Insight
We needed to walk the walk, not simply talk the talk with our ‘Give a Child a Breakfast’
campaign. It was not good enough to just talk ‘at’ consumers about the good work
Kellogg’s was doing; the initiative had to resonate.
We knew from Flamingo research that mums respond most favourably to initiatives that
enable them to have an active role.
Our three step approach was:

2. • Raise awareness of child hunger in the UK and the positive work Kellogg’s is
doing to help solve the problem
• Actively engage our audience to participate in the campaign
• Celebrate success of getting breakfasts to children in most need
We deployed a partnership strategy to ensure people became emotionally and actively
engaged with the campaign; a participatory campaign rather than traditional ‘push’
advertising would be a much more successful way to drive perception and behavioural
change.
NASA performed strongly against our ‘mums’ target audience. Being able to tap into
regional papers was also a strong factor - our research suggested mums would engage
better with the campaign if they could see its relevance to their local area.
Our NASA newspapers also had a rich heritage in campaigning for issues (e.g. the Daily
Mirror’s ‘Protect our Workers’ and ‘Pride of Britain Awards’) and child hunger and food
poverty were already top of the titles’ news agenda.
The Plan
The NASA partnership would mobilise trusted press partners to give the campaign
strong publicity, credibility and campaigning zeal and momentum, thus inspiring mums to
take action and ‘Give a Child a Breakfast’.
NASA became true partners and wove Kellogg’s into the fabric of the titles. The editor of
the Manchester Evening News, Eamonn O’Neil, was so passionate about the campaign
he worked on it personally in place of the usual commercial team.
The partnership included a mix of advertorial and editorial support, such as front page
splashes and editorial half pages supporting the cause. The campaign was shaped
around editorial written by trusted consumer champion Ruki Sayid in the Mirror and Daily
Record, plus MEN journalist Amy Glendinning (and editor Eamonn O’Neil) who got
readers engaged in the cause and talking about the campaign.
The eight week campaign launched with stage one - highlighting the issue. An editorial
launch focused on the alarming state of child poverty and hunger in the UK, along with
information on how Kellogg’s help families.
This was followed by stages two and three - getting consumers actively participating in
the cause and celebrating success. Commercially-funded editorial columns looked at the
Kellogg’s Breakfast Clubs; their history, their role in the community, and emphasised
how ‘you the reader’ could get involved.
We had an ‘always on’ strategy with regular features running throughout the campaign
across all the newspaper touchpoints in paper, digital and social, maintaining the
momentum.
Together with hard-hitting statistics, the newspapers brought to life the human face of
hunger in the classroom by featuring positive case studies of the schools that have
Kellogg’s Breakfast Clubs. Photographers were sent into Breakfast Club schools in
Manchester, with these images showcased in The MEN and the Daily Record. Teachers,

3. parents and children shared their real-life success stories of how Breakfast Clubs have
helped them.
We also used the newspapers’ digital and social media channels to amplify the
partnership across platforms. It was NASA’s biggest ever social media campaign and
the first time they had used Blippar to drive people directly from the newspaper content
to engage online.
Results
We exceeded our objectives, with positive changes in the perception of Kellogg’s and an
outstanding sales boost.
NASA press partnership results (pre versus post):
* Awareness of the GACAB campaign increased from 20% to 64% (+220%).
* ‘Kellogg’s makes contributions to social / community programmes - responses moved
from 31% to 49% (+58%).
* +50% think more positively about Kellogg’s and 40% would consider purchasing as a
result.
* We achieved 5,854 (+134%) social interactions donations vs target of 2,500.
Overall campaign results:
* Over two million breakfasts donated.
* 337,859 social interactions = 337,859 breakfasts donated versus a target of 130,000
(+160%)
* Value share increase of 0.25%
* Brand equity – perception of Kellogg’s caring about the community increased by 3%.
* Sales increase - 140% greater than the whole cereal category.
Client View
Angela Reay, marketing director, Kellogg Adult Brands:
“It was critical that our Give a Child a Breakfast media partners reinforced our goal of
driving maximum awareness of the issue and consumer participation. Overall, the
collaboration was an amazing success, helping raise nationwide awareness of the issue
whilst also playing a key role in helping us achieve our target of donating two million
breakfasts to UK breakfast clubs.”
Ruki Sayid, consumer editor:
“The campaign hit a nerve with our readers… The timing was perfect as food poverty
has been at the top of the news agenda since launch… Kellogg's is a brand which our
readers know and trust which is why it was easy for them to get involved… Kellogg's’
Give a Child a Breakfast campaign and the Daily Mirror were a perfect match."