MILO breakfast movement

This case study describes how Malaysian brand MILO used succinct and impactful messages to reinforce the message that breakfast is the most important meal of the day.

MILO breakfast movement

Company: FleishmanHillard MalaysiaCountry: MalaysiaCategory: Public Relations

The MILO® Breakfast Movement MILO®

Findings showed 30% of primary school children skip breakfast on an average of two to three times weekly. Health problems due to lack of right nutrition and exercise are growing among Malaysian children and adults as lifestyle routines get busier and challenging. Children are gaining increasing independence in taking care of their own meals, too.

In 2012, we reached out to schools to seek opinions from students and teachers on the importance of breakfast. It discovered compelling facts from schools. We...

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