Kellogg’s Nigerian breakfast cereal brand is currently organising a long breakfast table for families in different locations in Lagos State. So far, over 1,860 people have been covered at three locations in Lagos.
Kellogg’s Big Family Breakfast is an activity where everyone around an identified locality gets invited to come along with families, friends, neighbours and sit down as one big Kellogg’s family to have breakfast. They are served Kellogg’s cornflakes with milk in a relaxed atmosphere where those moments of quality family time can be cherished.
This activity is planned to run for several weeks and to cover six local government areas. It began in Festac Town in the last week of July which attracted attendance of over 316 participants, and then in Ikosi-Ketu the following week with over 1,223 participants, the most recently at LSDPC Alaka Estate in Surulere with more than 380 participants.
Speaking during the activity at LSDPC Alaka Estate, Darlington Igabali, marketing manager, Kellogg’s, said the rationale behind the campaign was to promote more family bonding amidst busy lifestyle as well as encourage the coming together of parents, kids, friends, neighbours, etc to cherish the moments through Kellogg’s breakfast cereal.
“Kellogg’s has always promoted the importance of breakfast and family time. We realised that there is a decline in breakfast dining as a family, and we are committed to be a part of the solution by showing people that having breakfast as a family can be one of the best ways to start our day,” Igabali said.
“We carried out a dip-stick survey across few areas with the question – when was the last time you had breakfast as a family? And the feedback was generally – not in recent time!” he said.
Igabali said Nigeria is blessed with a rich culture towards community and family values, regretting, however, that urbanisation and busy schedule have made most people compromise on certain activities that help bonding, such as family breakfast time.
It has been an exciting and clearly well-attended events at all the locations and the major highlights of the gatherings follow a nice ritual where everyone opens the sachets together as one big Kellogg’s family, family members and neighbours pouring milk for each other, or parents feeding the younger ones.
Omotayo Azeez-Abiodun, public relations manager, Tolaram Group, said that alongside the Kellogg’s Big Family Breakfast treat, there would be a section for fun games and other side attractions specially designed for the participation of the entire family, such as Kellogg’s puzzle, Kellogg’s life-size board games, after which everyone gets a goodie bag as take-home.
