Nestlé Launches Breakfast Campaign - #ShareBreakfastGoodness
Breakfast over the years has been classified as the most important meal of the day. As the global leader in nutrition, health and wellness, Nestlé has embraced the opportunity to partner with corporate Jamaica as a means of strengthening the awareness of this important mealtime to its customers' health and well-being.
At the launch of the initiative with the Jamaica Urban Transit Company (JUTC) at the Spanish Town Bus Terminal, Nestlé unveiled its plans for the campaign dubbed #ShareBreakfastGoodness. According to Shawna Kidd,
corporate communications and consumer services manager at Nestlé, the team at the JUTC was chosen as one of the corporate companies as oftentimes because of their early workday, they tend to rush out without having breakfast.
"We want their lives to be harmonious and healthy, and so we are sharing important breakfast messages and tips, encouraging them to make time for breakfast in order to be energised and focused to go through their day. After all, they are entrusted with the lives of consumers - the young, middle ages and elderly each day," Kidd said.
Those affiliated with the bus company, including drivers, conductors and administrative staff were treated to quick, easy and delicious ways to prepare breakfast meals using Nestlé products. They were also given free health checks and nutrition education information.
"Nestlé believes and embraces its responsibility to educate consumers on the importance of breakfast. Research has shown that despite its benefits, it is often skipped. We have embarked on this journey to encourage Jamaicans to start their day right with a nutritious and balanced breakfast," Kidd added.
Every participant also received a #ShareBreakfastGoodness box filled with Nestlé products to be used to nourish themselves and their families.
In addition to visiting the various corporate entities, Nestlé will have a digital component where consumers will be asked to recommend persons that they believe should receive a #ShareBreakfastGoodness box. This initiative will be conducted on a quarterly basis, taking place in April, July and October.
"The programme is in keeping with Nestlé's corporate social responsibility and aims to provide persons with the benefit of breakfast packaged in a goodness box with the hope that the message of having breakfast will resonate and become a daily ritual," Kidd said.
Courtney Morrison, a bus driver employed at the JUTC for over 15 years, said it is really hard to have breakfast in the mornings. However, based on the information presented by Nestlé, he will be making an extra effort to have a healthy breakfast each morning.
"The breakfast we received today was well prepared and delicious, with some people making a second trip. Although it can be hard for us to have breakfast in the mornings, it is nutritious and good to have especially with us on the road each day. We have to be alert," Morrison said.
Colin Campbell, managing director of the JUTC, said it was an excellent initiative by Nestlé to promote the importance of developing good eating habits, which is beneficial to health and wellness, especially for his staff.
"This occasion really means a lot to us as we start working early in the mornings. Our staff gets to work early to get other people to work on time. We have persons coming in from as early as 3 a.m. to start the shift at 4 a.m. It is difficult for them to have breakfast at this time of the morning. Some get something at the canteen,
but oftentimes than not, it is a challenge," Campbell added.
"We appreciate the effort to educate our staff and engaging the community by delivering a relevant message that can last a lifetime," Campbell added.
Denise Francis Tracey, a bus driver with the JUTC, for just over one month is up by 4 a.m. each morning to start her first trip at 5:30 a.m.
"It was very thoughtful of Nestlé to think of us drivers and get us something to eat. I will try to eat better, but it's going to be difficult, based on the time I go to work," Francis Tracey said.