Food PR specialist, Ceres, has won a two year contract from Home-Grown Cereals Association (HGCA), part of the Agriculture and Horticulture Development Board (AHDB) for Farmhouse Breakfast Week.
Ceres has worked on Farmhouse Breakfast Week for a number of years and has been re-awarded the contract for a further two years. This followed a competitive pitch against other PR agencies on AHDB’s consumer rosta which includes Nexus, Wildcard, Weber Shandwick, Good Relations and Three Monkeys.
Kathryn Race, director at Ceres said: “This is a campaign we are really passionate about and are delighted to have retained the account. Each year we have built on our previous successes, whilst keeping it fresh and engaging. We have great plans and ideas for 2013 including a campaign celebrity and extensive social media activity.”
For Farmhouse Breakfast Week 2013/14, the campaign will focus on targeting those mums who regularly skip breakfast. Ceres will work with HGCA to ensure the campaign builds on the high levels of engagement achieved during January’s Breakfast Week Challenge by creating an online celebration of breakfast, and revealing the results of independent research into the country’s breakfast habits.
The campaign, run by HGCA, part of AHDB, highlights the importance of eating a healthy balanced breakfast and provides a platform for third parties to promote breakfast through their own events. The week, which has become an important part of HGCA’s strategy to grow demand for cereals and cereal related products, takes place in 2013 between 20 – 26 January.