Kellogg’s brand purpose is simple and clear: To feed potential. So, knowing that one in five American kids goes without breakfast every day was not something that could be ignored. Beyond the nutritional issues this creates, it affects their ability to focus, learn and get along. Studies have shown that kids who eat breakfast test better, and test scores are more important than ever when it comes to getting into schools and creating futures.

From a grassroots movement that rallied moms across the nation to celebrity endorsements that spread the message far and wide, Share Breakfast is a multiple platform, multi-agency initiative that enabled one million breakfasts to be given to one million American kids. The campaign was an Effies finalist.

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