The program is built around the insight that 7 minutes is all you need to create connections at Breakfast. We designed a series of activities, questions, tips and recipes that make breakfast easier and more meaningful and made them available via email, the web and mobile. We created films to introduce the program and filmed a number of families using the project. Finally, using the hastag #familybreakfast we built conversation with bloggers, influentials and families everywhere.

What happened as a result of the social activity? How did the communication achieve the goals and influence business outcomes? Include commercial results such as sales and profit, audience reach, social interactions, as well as change in consumer awareness and attitudes.

We’ve only just launched, but we are having an impact. Over 30,000/month use the FBP content on our site, in addition to 8,000 more who get the program via email. People spend twice as long with FBP content as they do with other site content. Our films have been viewed over 300,000 times and our 550,000 social impressions have generated 20,000 social interactions.