Kellogg’s Nigerian breakfast cereal brand is currently organizing a long breakfast table for families in different locations in Lagos State. So far, over 1860 people have been covered at 3 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 6 local Government Areas. It began in Festac Town in the last week of July which attracted attendance of over 316 participants, then in Ikosi-Ketu the following week with over 1,223 participants, the most recent was at LSDPC Alaka Estate in Surulere with more than 380 crowd.
Speaking during the most recent activity at LSDPC Alaka Estate, Mr. Darlington Igabali, Marketing Manager, Kellogg’s, said the rationale behind the campaign is to promote more Family bonding amidst busy lifestyle. It is to encourage the coming together of parent’s, kids, friends, neighbours etc and cherish the moments through Kellogg’s breakfast cereal
“Kellogg’s has always promoted the importance of breakfast and family time, We realized 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 on the best way to start our day” he 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!”. Nigeria is a nation blessed with a rich culture towards community and family values, however, Urbanization and busy schedule have made most of us compromise on certain activities that bond us together such as; Family breakfast time before the start of our day” Darlington stated.
It has been an exciting and clearly well attended events at all the locations and the major highlights of the gathering follows 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.
According to Mrs. Omotayo Azeez- Abiodun, The Public Relations Manager, Tolaram Group who stated that alongside the Kellogg’s Big Family Breakfast treat, there is also 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”. This activity ultimately goes to spread the importance of family time through the goodness of Mom’s Original Choice “Kellogg’s Cornflakes”.
During the Kellogg’s Big Family Breakfast activity in IKosi- Ketu, Mr. Ekemini who came along with his entire family said “this is such a beautiful concept which reminds us as Nigerians of the need to keep our family values upright by creating time to bond with the ourselves. The need for family-time cannot be over- emphasized.
It will be recalled that Kellogg Tolaram Nigeria Limited (KTNL) is a Joint Venture in Nigeria between 2 giant international companies-Tolaram group and Kellogg Company. The company was incorporated in August 2015 to carry out the Kellogg’s cereal and snack business in Nigeria. This saw to the commissioning of a Multi-Billion Naira factory, with a capacity to produce 10,000 metric tonnes of cereals per year.
