Case Study: Kellogg's
Kellogg's has been working closely with national learning charity ContinYou to
establish and develop sustainable breakfast clubs in schools throughout the UK
since 1998. The programme has never promoted Kellogg's products or cereals, but
the concept of 'breakfast culture': sitting down and eating breakfast in a safe,
warm, sociable and stimulating environment.
In 2006, the partnership set three objectives for the campaign:
- Train 100 schools on how to set up and run breakfast clubs at six master classes
around the country.
- Provide information and support, including a dedicated website and an updated
version of the breakfast club resource pack.
- Communicate the importance and benefits of breakfast clubs through: recognising
good practice in establishing and running breakfast clubs through the Breakfast
Clubs Awards programme; and using 11 million Kellogg's cereal packs to
communicate the benefits of the clubs and the charity partner ContinYou.
Kellogg's and ContinYou are well on the way to achieving these goals. 65 schools
have been trained; the resources have been upgraded; the Awards programme
attracted 212 entries; and the on-pack 'benefits of breakfast clubs' promotion led
to
a doubling of the traffic to the Breakfast Club website.
Highly Commended in 2007 Community Partnership Awards: Education Category
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More Information
FDF has published a booklet called Working in the Community: the food industry in action
(pdf, 1.2Mb) . This publication features a range of company case studies and
Community
Partnership Award winners demonstrating how our members are forging
links
with
their local communities and consumers.
Last reviewed: 16 May 2008