CASE STUDY: Trinity Mirror join forces with Kellogg's
Provided by Trinity Mirror
Helping Kellogg's donate 2 million breakfast to schoolchildren across The UK.
What was the Challenge / Background of the Campaign?
Going without food in the morning has a direct impact on a child's behaviour and concentration in lessons, making them less likely to reach their full potential at school. This research, undertaken by Kellogg's sparked the Give a Child a Breakfast campaign, where Trinity Mirror partnered with Kellogg's to raise awareness of the issue, which helped deliver 2 million breakfasts to kids across the country.
What was the Campaign Objective?
There is a proven and cost-effective way to tackle child hunger in the morning - school breakfast clubs. Operating from within schools and communities, they offer children a friendly and relaxed environment where they can enjoy a healthy breakfast. Trinity Mirror were set the objective of ensuring as many of these children receive a breakfast before the start of the day, through national & regional print, digital and social media platforms.
What was the Solution?
Hard hitting news stories about child hunger were produced across The Daily Mirror, Daily Record & Manchester Evening News. In addition we sent journalists into schools to meet parents and teachers, to get their views on the issue of kids going to school hungry. Over an 8 week period we engaged with our readers and got them talking about the campaign.
We also utilised a strong digital & social media campaign supported by augmented reality.
What were the Results?
- 2 million extra breakfasts for kids
- A reach of over 7 million adults
- 5k social media interactions