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Busy breakfast-skipping Thai mums urged to take time out in campaign from Kellogg’s

Kellogg’s Southeast Asia and J Walter Thompson have used Mother’s Day in Thailand to encourage children and their mums to have breakfast together.

A three-minute video shows kids answering questions about their mums. But they are stumped when asked to name her favourite breakfast food.

The campaign was based on Kellogg’s research which claimed many parents, especially mothers, are too busy to eat breakfast.

“We wanted to not only celebrate the number of amazing women who juggle both motherhood and career, but also to encourage families to find and take the time to have breakfast together,” Kellogg’s Southeast Asia managing director Anoop Abraham said. “We want family breakfast to be part of daily life in Thailand.”

J. Walter Thompson Singapore general manager and regional business director Gaurav Lalwani said: “We partnered with Kellogg’s to create a social experiment, prompting people to the realization that missing breakfast with Mom means missing out on fun time with her. And by reminding families of this, we aim to remind everyone that breakfast time is quality time.”

Chief creative partner Farrokh Madon said the film, which shows the children making a surprise breakfast for their mums at work, was more a “movement”.

“Mother’s Day should signal not just one day when we make moms feel good, but a day from which mums begin to enjoy every morning with their kids,” he said.

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