Paediatricians, like all doctors, have very strong egos and feel they are educators who impart knowledge. The Education at Breakfast Programme allows them to do this, thoroughly and in a professional way, like a true teacher with a blackboard and chalk. Paediatricians, provided with scientific information, detailed documentation, and illustrative literature can teach mothers and children about healthy nutrition.

The mechanism - 3 contacts made over a period of time – strengthens the concept of continuous training that Kellogg's wants to represent.

The campaign, which was launched in March, targeted all Italian paediatricians. Figures are not yet available, but many paediatricians called Kellogg's to congratulate the company on the validity of the programme.