18/03/14: Best breakfast awards cap farmhouse breakfast week success

HGCA has declared Farmhouse Breakfast Week 2014 a resounding success, with hundreds of events and promotional activities held across the UK including schools visits, special breakfast menus and competitions.

The Best Breakfast Awards, a new addition to the campaign for 2014, saw 261 venues put forward their best breakfast dishes for a public vote.  Consumers voted in their thousands with more than 6,600 votes cast.  TV chef Dean Edwards joined the HGCA team to present the overall winner, The Tavern Company in Liverpool,

The campaign generated widespread social media coverage with in excess of 6,000 mentions of the campaign tag #BreakfastWeek.  The campaign generated an estimated £3.2million of media coverage, across consumer and trade titles.

The campaign website www.shakeupyourwakeup.com saw more than 66,000 visits, resulting in more than 1,500 resource orders and there was a 23% increase in twitter followers.

HGCA Board member Andrew Brown visited inner city schools in Leicester, and Philip Dolbear, HGCA regional manager, visited his local primary school’s breakfast club with the Farmhouse Breakfast campaign resources. The sessions helped children learn about the importance of eating breakfast, and how cereal and oilseed breakfast foods are produced.

Karen Levy, Campaign Manager, said: “Every year the campaign gets bigger and better, and HGCA is tremendously grateful to everyone that gets on board to really help promote healthy breakfast messages.”

Next year’s Farmhouse Breakfast Week campaign will take place from 25 until 31 January 2015. More information will be available shortly at www.shakeupyourwakeup.com
HGCA runs a number of consumer campaigns to help inform, inspire and educate consumers about cereals and oilseeds. Its nutritional microsites; www.wholegraingoodness.com, www.allaboutoats.com and www.rapeseedoilbenefits.com  also offer advice and a variety healthy of recipes.
with their award.