Kellogg’s Cornflakes will next month run its first cause related campaign to raise money for school breakfast clubs across the UK.

The ‘Help give a child a breakfast’ campaign, created by Leo Burnett, will aim to raise a minimum of £300,000, running across 7 million packs from October to December, with 3p from each sale going to the Kellogg’s Breakfast Club Trust.

One million breakfasts will be delivered to school breakfast clubs by the end of 2012, the campaign has targeted.

Activity will include TV, radio and outdoor, while Carat sponsorship has developed media partnerships with both Netmums and Heart FM. Siobhan Freegard, co-founder of Netmums, will become an ambassador for the campaign through the year-long partnership. 
 
Laura Bryant, brand manager for Kellogg’s CornFlakes said: “We’re really proud of everything we have achieved through our breakfast club programme and wanted to share this with Cornflakes shoppers, particularly Mums. Our partnership with Netmums will help us communicate the benefits of breakfast to their one million members, driving engagement on a deeper level and achieving third party endorsement from a key target audience.”

A new website and digital advertising campaign, created by Glue Isobar, and featuring social plug-ins like Facebook, Twitter and emailed, will also run.

The Kellogg’s Breakfast Club programme began in 1998 with the aim of addressing the problem of children missing breakfast in the morning.