Cereal Partners Worldwide
— Print Design
After finding that many Australians skip breakfast and wanting to encourage more Aussies to make healthier breakfast choices, Cereal Partners Worldwide (CPW) turned to the experts at Appetite Communications, a leading PR agency specialising in nutrition and health communications. Appetite and its team of in-house specialists created a diverse multi-channel campaign for health professionals.
Appetite engaged Brand By Name to design a ‘Breakfast toolkit’ to inform on the health benefits of a balanced breakfast and provide practical educational tools for use in practice. Collaborating with Appetite, Brand By Name created a stylish, multi-faceted and useful toolkit.
Client
Cereal Partners Worldwide
Services
– Print Design
– Print Management
– Illustration
– Infographics
– Marketing Collateral
Agency
Customer personas reflecting common audience beliefs
We created cartoon customer personas that expressed the common objections to avoiding breakfast in the mornings. The customer personas aimed to help busy health professionals identify the key barriers to eating breakfast and give them helpful tips to address these common concerns with their patients.
The Toolkit included a variety of materials targeting the needs of the dual audience—busy health professionals, and their clients. Health professionals received posters for their practice office, an evidence-based report and practical materials to give to patients featuring quick and easy breakfast tips.
Resources to love – and to share
The colour choice of rustic red combined with natural earthy tones and recycled paper created an appealing impression of natural, plant-based products.
Supporting the materials were beautiful photographs of appealing breakfast choices, with inspiring recipe ideas. Demand for the toolkits was strong, requiring a reprint after 18 months, a key measure of the campaign effectiveness.
