People who eat breakfast are happier, thinner and less stressed, research found, yet the average person spends just 8.3 minutes on it, 20% say they have no time and one in three parents say it is not part of their routine. For Farmhouse Breakfast Week, we built HGCA's broadcast PR campaign around its Shake Up Your Wake Up theme, encouraging small changes to the morning routine and a Breakfast Week Challenge of five healthy breakfasts. We put a nutritionist and journalist on air across a radio day of interviews. The campaign secured 27 items of radio coverage reaching 1.8 million people, including BBC Radio Manchester, BBC Radio Cumbria and BBC Radio Lincolnshire.
27Items of coverage
1.8 millionCombined reach
2h 25mTime on air
Coverage highlights
BBC Radio ManchesterBBC radio
BBC Radio CumbriaBBC radio
BBC Radio LincolnshireBBC radio
The story
HGCA, Farmhouse Breakfast Week
The aim
HGCA wanted to raise awareness of Farmhouse Breakfast Week and the benefits of a healthy breakfast, plus its Ultimate Breakfast Guide and Challenge.
The message
The Shake Up Your Wake Up theme encourages small changes to the morning routine so everyone has time for breakfast. The Breakfast Week Challenge invites people to eat a healthy breakfast for five days.
The angle
Research found people who eat breakfast are happier, thinner and less stressed. The average person spends 8.3 minutes on it, 20% say they have no time, and one in three parents say breakfast is not part of their routine.
On air
A nutritionist and journalist
The result
27 items of coverage reaching 1.8 million, including BBC Radio Manchester, BBC Radio Cumbria, BBC Radio Lincolnshire.
About Farmhouse Breakfast Week
An annual January campaign started in 2000 by the Home-Grown Cereals Authority (HGCA), the levy body for UK cereal growers. It promotes breakfast as a healthy daily habit and thanks the farmers who grow oats, wheat and barley. Farms, schools, shops and restaurants take part with breakfast events and menus. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Farmhouse Breakfast Week for 2027?
Farmhouse Breakfast Week usually runs in late January; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
