Since the arrival of Covid-19 many persons have lost their jobs, schools have closed halting children’s access to school-provided meals and generally citizens are facing unprecedented economic hardship. With these factors in mind, Kellogg’s has decided to launch a Breakfast Club campaign in your country, in collaboration with schools and community centres, to provide breakfast for those in need, especially children who may have yet to return to in-person classes at school. “Breakfast clubs provide a healthy meal at the start of the day in a safe and friendly environment. Kellogg’s has long supported breakfast clubs and so planned a multi-platform approach to communicate key messages about the importance of breakfast and breakfast clubs to various audiences.” A case study entitled Devising a Communications Plan – Kellogg’s examines how Kellogg’s devised a plan to communicate the importance of breakfast to various target audiences through a multi-platform campaign. This was in support of its ‘Help give a child a breakfast’ campaign launched in October 2011. “Key aspects of the campaign were not only to get messages across about the benefits of breakfast and breakfast clubs, but also to raise funds for the clubs through the sale of Kellogg’s products, and to make schools aware of the available funding from Kellogg’s to support their breakfast clubs.” Question: Bearing in mind the key messages and objectives associated with the Kellogg’s campaign, describe three (3) possible target audiences/segments in your country for which the Kellogg’s Breakfast Club campaign would be applicable to.
Background:
Since the arrival of Covid-19 many persons have lost their jobs, schools have closed halting children’s access to
school-provided meals and generally citizens are facing unprecedented economic hardship. With these factors
in mind, Kellogg’s has decided to launch a Breakfast Club campaign in your country, in collaboration with schools
and community centres, to provide breakfast for those in need, especially children who may have yet to return
to in-person classes at school.
“Breakfast clubs provide a healthy meal at the start of the day in a safe and friendly environment. Kellogg’s has
long supported breakfast clubs and so planned a multi-platform approach to communicate key messages about
the importance of breakfast and breakfast clubs to various audiences.”
A case study entitled Devising a Communications Plan – Kellogg’s examines how Kellogg’s devised a plan to
communicate the importance of breakfast to various target audiences through a multi-platform campaign. This
was in support of its ‘Help give a child a breakfast’ campaign launched in October 2011. “Key aspects of the
campaign were not only to get messages across about the benefits of breakfast and breakfast clubs, but also
to raise funds for the clubs through the sale of Kellogg’s products, and to make schools aware of the available
funding from Kellogg’s to support their breakfast clubs.”
Question:
Bearing in mind the key messages and objectives associated with the Kellogg’s campaign, describe three (3) possible
target audiences/segments in your country for which the Kellogg’s Breakfast Club campaign would be applicable to.
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