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Accessing Modal Britain's 'tight networks'

Background

Kellogg's has been supporting breakfast clubs for more than 30 years and has set up more than 1,000 of them.

CHALLENGE

To cut through the noise and bring the issue of hungry children to mass market Britain. Also to spur our readers into action to hit the two million breakfasts donation target set by Kellogg's.

SOLUTION

Modal Britain believes in a fair start for everybody. And we knew it was this insight that we needed to tap into to make the Kellogg's Breakfast Club campaign connect and cut through.

We used our consumer champion Ruki Sayid in the Daily Mirror and Daily Record, and MEN journalist Amy Glendinning to get our readers fired up about the issue and talking about the campaign in an eight-week editorial series.

We followed this by a number of editorial columns to inform our readers and users of what Breakfast Clubs actually are, their history and the hugely important role that they play within communities.

But knowing how influential our audience is on Modal Britain as a whole, we wanted to give them a chance to show their 'tight networks' – that they were behind the campaign and doing something about it. A strong digital and social media component was integral to this, rallying our audience to the cause via Facebook, Twitter and YouTube, with a breakfast donation for every share, tweet or view.

RESULTS

  • More than two million breakfasts were donated, of which 338,000 were donated socially –nearly three times the campaign target
  • Winner of a Newswork Planning Award for Best Use Of Content
  • Awareness of the Give A Child A Breakfast campaign increased +220%

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