A round-up of Breakfast Week 2016

Posted 05.02.2016 in Breakfast Week

A round-up of Breakfast Week 2016

A huge thank you to everyone who got involved with Breakfast Week 2016 and helped to make it a big success. We would like to share some of the highlights of the campaign...

Widespread events and activities

Once again the food industry, schools, fitness centres, care homes and community groups backed our campaign and organised events and activities to celebrate breakfast up and down the country. We are always impressed by the diverse range of exciting events that take place - to give you a quick taster, some of the activity this year included: competitions to design a brunch; a bike-powered smoothie machine; an "intelligent breakfast" with brain-boosting wholesome ingredients; blogger breakfast challenges, as well as hundreds of events teach children where their breakfast foods come from.

We were lucky enough to join in the Big Breakfast event which is held in Ledbury. Nineteen food outlets in Ledbury and the district took part, and excelled themselves with the range of delicious breakfast specials on offer. Take a look at the video to see what happened and how Breakfast Week benefits the town and its businesses.

BritMums Twitter Party

Twitter party in progress

On Monday 25th January we ran an hour long Twitter party with BritMums using the hashtag #MissionBreakfast. We encouraged mums to share their breakfast challenges and top tips. They were also invited to ask our dietitian, Nichola Whitehead, for nutritional advice. We were thrilled with the interaction - the hashtag generated 15.6 million impressions, created by 2.9k Twitter mentions by an estimated 318 users and we saw some great breakfast conversation! Take a look at a summary of the chat.

A social breakfast

The level of engagement on our social channels stepped up a gear this year with almost 50,000 mentions of the campaign hashtag during the week. We were trending on Twitter for 8 hours on Monday and the conversation and sharing of breakfast photos continued all week.


Visits to www.shakeupyourwakeup.com were up 37% in the week compared to the 2015 campaign. Our new videos have been viewed more than 40,000 times. These included short breakfast recipe videos, TV presenter Vogue Williams taking her own Mission Breakfast to create healthy morning meals and dietitian Nichola Whitehead sharing her top tips and recipe ideas. You can see an example of one of the recipe videos below or see all the videos on our YouTube channel.

Breakfast in the news

National media coverage was achieved in the Daily Express, Daily Mirror, The Sun, Daily Star, Telegraph online, The Independent, Metro, Huffington Post, Chris Evans Radio 2 Breakfast Show. The campaign also generated extensive online and consumer coverage including OK, Hello, Closer, New, Reveal, Mumsnet, Now, Marie Claire, Elle UK and Countryside to name a few.


Over 78,000 resources have been distributed by post and a further 6,000 have been downloaded from the campaign website. These include recipe booklets, posters, stickers and digital resources that were used to promote participation in the week or as giveaways at events.