Firm launches campaign to promote breakfast culture

In a bid to revive Nigeria’s waning breakfast culture, dairy manufacturer FrieslandCampina WAMCO Nigeria Plc recently launched its breakfast campaign in Lagos.

In a statement, Peak Milk’s senior brand manager, Moninnuola Kassim, said the country’s breakfast culture was in a downward spiral stemming from “practical reasons, such as considering the current economic climate and rising cost of living. But research has shown that skipping breakfast can be dangerous and harmful.”

Kassim stated that to help Nigerians understand the importance of breakfast, FrieslandCampina WAMCO’s flagship dairy brand and product Peak Milk devised a unique nationwide fun and educational campaign to drive home the message known as ‘Peak Breakfast Café’, the campaign aimed to promote healthy eating habits, quality dairy nutrition and revive the declining breakfast culture among Nigerians.

He maintained: “We are very detail-oriented, driven by data and information research and, over the years, we have realized that how the day starts determines how it goes and how it ends. So to start your day off right, you need to start with the proper nutrition and adequate energy you need to go about your daily activities, hence the importance of breakfast.

“We have been staunch advocates of the breakfast message, encouraging and educating Nigerians about the importance of eating a Peak Protein breakfast every day to get the right nutrition for the day. We have been champions of this message for the past two years, but it is time for us to do what we preach. We are serving a Peak protein breakfast for everyone, and we are also allowing them to express the benefits of this food with mental and physical activities and the opportunity to win brand memories.”

According to Kassim, the campaign ran from September 27 to November 13, in the company of his select group of celebrity brand ambassadors, Faithia Williams Balogun, Ahmad Lawan and Queen Nwokoye.

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