How Peak Breakfast Café is reviving Nigeria’s breakfast culture

A lot of studies have harped on the importance and health benefits of breakfast. However, many Nigerians still feel they can do without it. In this report, Senior Brand Manager, Peak Milk, Moninnuola Kassim writes on the dangers of skipping breakfast and what leading dairy maker, FrieslandCampina WAMCO Nigeria PLC is doing to revive the Nigerian breakfast culture.

Breakfast is often described as the most important meal of the day, providing us with the sustenance and energy we need for whatever activities lay ahead. But despite being the most essential meal of the day, studies have shown that many Nigerians skip breakfast for some perceived ‘practical reasons.’

For some who are always in a hurry to get started, it is just too inconvenient, and they would rather have ‘brunch,’ or wait till lunch time. For others, it is just a matter of necessity, considering the current economic climate and rising cost of living. But research has shown that skipping breakfast can be dangerous and harmful.

A large and growing body of scientific evidence support the claim that breakfast really is a very vital meal. Failure to eat something at the start of the day canlead to serious health consequences for those concerned.

To help Nigerians understand the importance of breakfast, the leading dairy brand and flagship product of FrieslandCampina WAMCO, Peak Milk, came up with a unique nationwide education and fun campaign to drive home the message known as the ‘Peak Breakfast Café’, the campaign was aimed at promoting healthy eating habits, quality dairy nutrition and reviving the declining breakfast culture among Nigerians.

From September 27 to November 13, the brand and its select group of celebrity brand ambassadors, Fathia Williams Balogun, Ahmad Lawan and Queen Nwokoye set markets and retail outlets across several cities in the country agog with the message of eating a healthy, nutritious breakfast. Traders, shoppers and onlookers at Mushin Market, Lagos, Agbeni Market, Ibadan, Old Garki Market, Market Road, Kubwa, Market Square Karu, Abuja, Abubakar Rimi Market, Kano, Terminus Market, Jos, Onitsha Market, Anambra state, Mile 3 and Next Cash ‘N’ Carry, Port Harcourt, Rivers state couldn’t hide their excitement as the team highlighted the benefits of breakfast and demonstrated how to prepare less complicated meals.

At these markets, each ambassador had an encouraging message for the people on the healthy benefit of having a nutritious breakfast. At Mushin Market, Fathia Balogun said, “Breakfast is the most important meal of the day. There are several foods we eat in the morning. We should take them with Peak Milk to make us productive and strong throughout the day because it has a lot of nutrients that are beneficial to the body system.”

The same message was echoed by Ahmad Lawan at the Abubakar Rimi Market in Kano, and Queen Nwokoye at the famous Onitsha Market, attributing their sound health and radiant skin to the consumption of nutritious breakfast served with nourishing Peak Milk.

But it was not all speeches, as the brand also ensured the campaign was a delight with each of the celebrities showing traders and other consumers in the markets how to make healthy and quality nutritious breakfasts. For instance, at the Onitsha Market, Queen Nwokoye made pancakes with celebrity chef, Nicholas Udeh, and shared with the traders some easy tips on how to make simple breakfast meals. The traders also had fun participating in the games, including darts and the cooking contest.

Senior Brand Manager, Peak Milk, Moninnuola Kassim, gave more insights into the campaign; “We are very detailed, insight and data research-driven, and over the years, we realised that how you start your day determines how it goes and ends. So, to start your day right, you start with proper nourishment and the right energy you need to go through your daily activities, hence the importance of breakfast.

We have been staunch advocates of the breakfast message, encouraging and educating Nigerians on the importance of having a Peak protein breakfast daily to have the proper nourishment for the day. We’ve been advocates of this message for the past couple of years, but it is time for us to walk the talk. We are serving a Peak protein breakfast to everyone, and we are also allowing them express the benefits of this nourishment with mental and physical activities and get chances to win branded mementoes.”

The ‘Peak Breakfast Café’ was a nationwide educational and fun campaign. The celebrities and other professionals, including nutritionists, dieticians, and cooks were not only a delight to consumers but enlightened the people on how to get protein-rich breakfasts and test their protein levels while gifting them nutritious dairy products from Peak.

Photo caption: L-R: Lilian Elue, Brand Manager, Peak Milk; Hanatu Agasa, Nutritionist; Nicholas Udeh, Chef; Omolara Banjoko, Marketing Manager, Peak Milk at the Peak Milk Breakfast Cafe activation in Onitsha Market, Anambra State.


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