Breakfast Club of Canada is looking to strengthen its national presence outside of Quebec with a new campaign.
The non-profit’s new “We Believe in Breakfast” creative work sees school kids weighing in on food preferences, as the club raises public awareness for its work.
“[Kids] are our clients, so it’s only fitting that the campaign gives children a voice, turning their likes and dislikes around the breakfast table into an anthem about breakfast,” explains Manuel Ferrarini, vice president of Tam-Tam\TBWA, which won the remit in early 2023.
Breakfast Club of Canada enjoys much larger awareness in Quebec, Ferrarini tells strategy, where it has been helping kids for more than 30 years. But it isn’t as well-known across the rest of Canada. Its tagline “A better start for every child” has been added to the Club’s logo during this campaign to reinforce its mission, informed by insights that in Canada, one in three children is at risk of going to school hungry.
The new campaign is meant to reach people who might not already be familiar with the Breakfast Club, Ferrarini says, so the organization wanted to create a signature that states its mission in an inspiring way.
The campaign serves as a strategic lever to achieve broader national awareness, by emphasizing the fundamental power of breakfast in children’s success. It will be broadcast primarily on television to reach a wide audience.
“We loved the idea of using film to bring that rallying cry into living rooms around the country though television,” Ferrarini says. “A nationwide digital component will boost the campaign’s reach through online platforms and social media. We find this is a cause that engages everyone, and we’re looking to start conversations.”
The organization is targeting parents with young kids, as he explains, since breakfast is a universally relatable topic.
“We think that anyone interested in donating, volunteering or bringing the club’s services to their community will find something that speaks to them,” Ferrarini says.
Jungle Media is handling media.
