Nestle Drives Breakfast Strategy by Launching New Campaign to Inspire Thai Families to Have Quality Time Warming Up Together

Business Press Releases Friday March 24, 2017 18:47
Bangkok--24 Mar--ABM

Nestle is moving forward in the breakfast market by launching a major campaign for 2017 called the "Nestle Warm Up Thailand Campaign." It encourages Thais to start each new day in a positive way with three warm-up strategies: Warm up with proper nutrition from breakfast and beverages; Warm up with good exercise to stay active and healthy; and Warm up with quality conversation to enhance family relationships. Nestle plans to support the Warm Up Thailand campaign activities throughout 2017, such as a multi-brand promotion that offers a wide range of healthy, nutritious Nestle products. To reinforce mom's important role in warming up family members in the morning, Nestle will conduct marketing communication activities through many channels to reach moms, sharing information and nutrition tips through media channels including TV, radio, and digital media, as well as through point-of-sale promotions.

Mrs. Audrey Liow, Chairwoman and CEO of Nestle Indochina, said, "At Nestle, we are committed to enhancing quality of life and contributing to a healthier future for Thai people. This is why we are introducing the 'Nestle Warm Up Thailand' campaign this year. We understand that morning is a busy time, especially for families with school-age children where mothers have to get everything ready so the kids can go to school, while also taking care of themselves before work. Most people have adopted a routine of grabbing food on the go and drinking iced beverages every morning instead of taking the time for a warm and freshly-cooked breakfast. Nestle, as Mom's trusted partner, wants to help with this challenging morning mission. We are determined to support every family to start the day positively by providing a wide range of delicious and nutritious products for better health."

Ms. Pattanai Luangtrakul, Corporate Communication and PR Group Manager, added, "Nestle recently conducted a survey of 500 mothers who live in the Bangkok Metropolitan Area. A key finding was that, even in the busy morning period, most mothers want to take the time to prepare breakfast for family members before taking care of themselves. The survey showed that 98% of mothers are aware of the importance of breakfast, which is the main reason they try to make it for their children every day. However, the survey also found that only 54% of mothers are able to cook breakfast for their children each day due to other responsibilities and insufficient time. Popular breakfast items prepared by moms include porridge, congee, and Western-style breakfast foods. Another survey finding was that 50% of mothers of primary-school children ages seven to 12 years usually serve them high-fat grilled pork and sticky rice for breakfast, while another 48% serve baked goods or pastries – menu items that may not offer adequate nutrition for breakfast."

"We are confident this campaign will enable Thai families to turn morning rush hour into quality time by preparing a delicious and nutritious breakfast for their children, and all family members. Spending precious and meaningful moments together in the morning encourages warm family relationships and builds a strong foundation for children and every Thai family to get ready for the good things that happen during the day," concluded Ms. Pattanai.

For more information about the Nestle Warm Up Campaign, visit:
Facebook: https://www.facebook.com/goodfoodgoodlifebyNestleThailand
YouTube: https://www.youtube.com/user/NestleThailand
Website: https://www.nestle.co.th

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