According to reports, 45% of consumers now skip the meal. National Deskfast Day, which falls on 22 March, was created by the agency last year to encourage people to make time for breakfast at their office or school.
As part of the activation, a team of brand ambassadors will hand out food and drink samples inside Victoria station. Passers-by will also have the chance to win prizes and the team will execute 'guerrilla drop offs’ to hungry offices nearby.
Consumers will also be encouraged to share pictures of their desk-bound breakfasts on Facebook, Twitter and Instagram using the hashtag #DeskfastDay.
The two-day event signals the end of Brand Belief's experiential roadshow, A Better Breakfast, which has toured Tesco and Sainsbury’s stores across London and the South East since 20 February. Other brands involved in the activity include PG Tips, Up&Go, The Collective and Meridian.
Brian George, founder, A Better Breakfast, said: "National Deskfast Day is a day when we salute all of those hard-working souls who are glued to their desks. Deskfasting is the perfect way to get the best of ‘all worlds’; taking a brief break, enjoying a healthy, nutritious breakfast whilst also continuing their busy work schedules.
"It’s great to be able to welcome back both brands from last year as well as some exciting new and iconic sponsors. We look forward to engaging with consumers across London and encouraging them to get back to breakfast."
As part of the activation, a team of brand ambassadors will hand out food and drink samples inside Victoria station. Passers-by will also have the chance to win prizes and the team will execute 'guerrilla drop offs’ to hungry offices nearby.
Consumers will also be encouraged to share pictures of their desk-bound breakfasts on Facebook, Twitter and Instagram using the hashtag #DeskfastDay.
The two-day event signals the end of Brand Belief's experiential roadshow, A Better Breakfast, which has toured Tesco and Sainsbury’s stores across London and the South East since 20 February. Other brands involved in the activity include PG Tips, Up&Go, The Collective and Meridian.
Brian George, founder, A Better Breakfast, said: "National Deskfast Day is a day when we salute all of those hard-working souls who are glued to their desks. Deskfasting is the perfect way to get the best of ‘all worlds’; taking a brief break, enjoying a healthy, nutritious breakfast whilst also continuing their busy work schedules.
"It’s great to be able to welcome back both brands from last year as well as some exciting new and iconic sponsors. We look forward to engaging with consumers across London and encouraging them to get back to breakfast."
The activation follows last year’s event at both Victoria and Waterloo stations, which featured food and drink from brands such as Actimel, Nestlé and Hovis on its portable breakfast bar.
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