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CASE STUDY: Trinity Mirror join forces with Kellogg's

Provided by Reach Plc
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

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BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250k
25 - 34
35 - 44
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
Scotland, London, North22 Aug 14 - 21 Aug 15DRIVE TRIAL
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