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National Deskfast Day celebrated

Friday March 20, 2015 at 9:26am
The first UK National Deskfast Day was held yesterday (March 19 2015) as part of the national ‘A Better Breakfast’ campaign running this month. The day celebrates the diversity of breakfast and counters the decline in overall breakfast occasions in adults and as well as children by encouraging people to take breakfast into work and school and eat the meal together as a social activity. Deskfast Day and the multi-brand experiential campaign ‘A Better Breakfast’ were both created by agency Brand Belief. ‘A Better Breakfast’ began on February 28 and ends on March 28, visiting 20 Tesco and Sainsbury’s stores across the country, as well as three mainline London railway stations, to educate and promote a fun and better breakfast occasion. Breakfast Brands supporting the ‘A Better Breakfast’ crusade include: Actimel, Bonne Maman, debbie&andrew’s, Douwe Egberts, Hovis, HP Sauce, Nestlé Cereals and Rowse Honey. Reports have shown that over half a million children are now going to school without breakfast, while one in 10 adults don’t eat breakfast at all. Changing consumer lifestyles and a busier schedule have put more stress on mornings, pushing breakfast further down the ‘to-do’ list. As part of Deskfast Day, people were encouraged to post workplace pictures to Twitter and Instagram using #DeskfastDay. Brian George, founder of Brand Belief, says: “Although breakfast is a huge market with over 16.5 billion breakfast occasions, consumption is now slipping and people are skipping what was once a staple meal. A combination of changing consumer lifestyles, perceived health awareness and changing shopping patterns are having the biggest effect in changing consumer attitudes.”
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