Breakfast October 2015

Why Breakfast?

Breakfast was born in the depths of the deepest recession in living memory. This was not ideal but what the hey. All we had was an idea that experience still counts; that the best client relationships are forged over time and under pressure; and that doing business in a sustainable and responsible way was the only way we wanted to work. Real problems need robust solutions. Six years later we remain constantly curious about life, energised by the power of ideas to transform fortunes; and eager to apply our collective ingenuity and insight across every aspect of brand building. Every morning we believe that we will make a difference to our clients’ businesses through intelligent application, a caring approach and the odd flash of inspiration. We are relentless optimists. We are Breakfast.

We build brand value from the inside out. We specialise in: •  Great brand thinking •  Creative effectiveness

•  Enduring client relationships

…whatever the media channel. In summary:

We do cracking

Great brand thinking starts with fresh ways of framing human needs…

…defining the brand’s essence

… unlocking core category motivations

BRAND ORGANISING PRINCIPLE BRAND IDEA easyJet Unstoppable Optimism “Come on, let’s fly” Cotes du Rhone Indelible Indulgence Iconic double takes Caffè Nero Discerning Diversions Coffee with soul Allied Healthcare Mobilising Expertise “Fighting to keep people

in their own homes” Saga Healthcare Intelligent Possibilities Preparation for life, not death

…And, as ever, having a great idea Creating a consistent and compelling brand narrative that can be executed across all media, on and offline

Some ideas that have hatched already

Background: Provision of home healthcare is in crisis The task: Create a disruptive proposition that will drive national awareness of Allied Healthcare The result: An invitation to all stakeholders – from care workers to councils and siblings to seniors – to join the fight to give more people the choice to stay in their own homes.

Allied Healthcare: Recruitment website & Facebook

Background: Côtes du Rhône outspent by new world wine producers The task: Create a single minded brand campaign to engage trade and customers The result: An iconic press and outdoor campaign has made Côtes du Rhône the fastest growing appellation with the highest ad recognition in Europe. (67% recognition of the ‘Heels’ campaign)

We have now taken the ‘Think red’ campaign online, where it can be flexed for any number of different tasks

Caffè Nero

Background: Caffè Nero has evolved into one of the largest coffee house brands in Europe The Task: Their rapid organic growth has been achieved without capturing the brand’s essence or working out how the brand should develop online. We have produced a Brand Bible and Style Guide to help their marketing teams produce comms with a consistent vision, and launched their first US store. The Result: The Style Guide has now cascaded around the world

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S T Y L E G U I D E

Background: Saga looking to capitalise on their expertise and reach with seniors. Growing need for new and extended healthcare services. The task: ‘Care’ is a pejorative concept. Saga want to flip this convention and create a new and flexible, ‘people + tech + curation’ proposition that allows families to get on and enjoy their lives The result: Early days, but the service is currently being tested in Hertfordshire with plans for a two-year national roll out

Background: Dutch based TransIP is market leader in Benelux. In the UK, mass-market brands such as Go Daddy, 1&1 and 123 Reg dominate at the top end while smaller brands fight for attention amongst the tech specialists. Task: Entry strategy was to target the middle ground: entrepreneurs, owners of creative businesses and digital natives (those who have grown up with digital and aren’t afraid of code). Result: A highly distinctive and authentic entry into a generic market paving the way for the launch of a suite of specific product USP’s

Our brand idea combined the growing influence and appeal of geeks with the company’s Dutch provenance. This was articulated in the idea ‘Schexytech’. We held a Guardian-sponsored launch event in Tech City featuring some illustrious guest speakers and suitably sexy tech to cement our credentials and create relevant awareness amongst our key audience.

This was followed up with a digital display campaign using the same campaign theme to sell TransIP’s superior tech solutions to a brand-aware UK audience.

Background: 631 Sport needed to reframe its competitive offer. The task: Rebrand and represent the unique qualities of a ‘coach-powered sports development platform’ across every touchpoint The result: A renamed and reimagined brand ready to engage both investors and partner communities

Background: Guinness were looking to optimise their sponsorship of the Rugby Six Nations

The task: Engage rugby fans online

The result: We invented ‘Fanfinder’, a platform which allowed you to zoom in on a 360° image of the crowd, tag yourself and share with friends.

The app achieved 300% of target with over 10,000 users per week averaging 2.5 visits and a dwell time of over 15 minutes.

In summary

We are in the business of creating new beginnings and opportunities for brands to connect more deeply, regardless

of whether they are start ups or mature brands.

We believe every brand can act as an Operating System for all business activity and have a higher order purpose

that reframes its role in the lives of its customers.

We want to turn customers into fans and fans into evangelists.

It’s a new day. Time for Breakfast.