We created the Foremost Nutrition Squad – a band of uniformed guerrilla officers who travelled around checking the nutritional quality of people’s breakfasts. This mobile unit was equipped with a Super Scanner, a high tech detection device that enabled the Squad to precisely determine the nutritional quality of people’s breakfasts. The Foremost Nutrition Squad stormed around Bangkok at the beginning of each day, engaging with people on the streets. Those who are caught with inadequate breakfasts will be ticketed and the fine is simply to drink milk.

The Foremost Nutrition Squad’s special operation generated buzz and news all over the country. The campaign’s message reached 1.4m Thai through the news, websites and morning TV show. Most importantly, the Thai people learned a valuable lesson about the importance of drinking milk each morning to have a complete breakfast at the start of the day. The 'Foremost Nutrition Squad' succeeded in raising people’s awareness of the missing element in most Thai people’s daily morning meals.