BREAKFAST FOOD ADVERTISING

Press, Volume XCVIII, Issue 29067, 2 December 1959, Page 18

BREAKFAST FOOD ADVERTISING

Big Campaign In Britain (Special Correspondent N.Z.P.A.) (Rec. 8 p.m.) LONDON, Nov. 30 Food firms are about to open a big advertising campaign in Britain to promote breakfast foods although sales are already bringing them in £250 million a year, says the “Daily Express.” Spearheading the campaign will be cereal firms, which at present take £3O million a year. Competition among these companies —mainly American-controlled—-will be stepped up with more “giveaways” in packets. “The chief target on the food front will be manual workers who start working too early to bother about a cooked breakfast,” it says. “Here the campaign will be based on the need to start the day with a square meal. Food firms want to see more solid eating in the home and admit that the works canteen is the main enemy to a heavy breakfast They would like to see people eating all the week the solid breakfasts they now reserve for Saturdays and Sundays.” One fierce battle being forecast is among fruit juice makers. One firm plans to spend £250.000 on test marketing fresh fruit juice. With the American habit of nine out of ten starting breakfast with fruit juice as a target, the trade is preparing for a big tussle.