Tackling food poverty through insight

Understanding the opportunity  

Despite being considered the most important meal of the day, breakfast is often neglected in discussions about free school meals. In a country grappling with rising food inflation, the number of children facing food poverty has doubled, with many attending school too hungry to learn. Magic Breakfast needed new insights to enhance its brand communications strategy and promote greater engagement and action with its audiences. At the same time, it needed to reach new audiences and broaden its supporter base to get more schools involved, all with a view to making its work with schools, students and parents more meaningful.

Bridging the gap  

We conducted comprehensive insight focused on understanding individual behaviours and propensity to support Magic Breakfast. Through desk research, interviews and surveys with parents, teachers and donors, we identified key insights about current and potential audiences, including their attitudes, values, touchpoints and behaviours.

We uncovered opportunities to elevate awareness and visibility of Magic Breakfast, connect the right issues with the right audiences and identified the types of content and language to leverage. We also used audience segmentation to inform recommendations that would strengthen Magic Breakfast’s narrative.

This was followed by a tactical plan, which put our findings and recommendations into action and strengthened their communications strategy.

Building value

Our insights laid solid foundations for a more effective communications strategy. Our work not only equipped Magic Breakfast with new tools and knowledge to engage more effectively, but it also revealed what makes potential audiences tick, enabling the organisation to reach them more meaningfully.

By identifying key insights into individual behaviours, values and touchpoints, the insight provided stronger building blocks for Magic Breakfast to drive their mission forwards, seeking to end morning hunger as a barrier to children’s learning.

Our insight is also paving the way for different teams within the charity to work more cohesively.