January 28, 2023

In an attempt to revive the dwindling breakfast culture in Nigeria, dairy products maker, FrieslandCampina WAMCO Nigeria Plc recently launched its breakfast campaign in Lagos.

In a release, the Senior Brand Manager of Peak Milk,  Moninnuola Kassim, said breakfast culture in the country was on a downward spiral stemming from “practical reasons, such as considering the current economic climate and the rising cost of living. But research has shown that skipping breakfast can be dangerous and harmful.”

Kassim stated that to help Nigerians understand the importance of breakfast, the 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.

He maintained, “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 have 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 to express the benefits of this nourishment with mental and physical activities and get chances to win branded mementoes.”

According to Kassim the campaign ran from September 27 to November 13, in the company of its select group of celebrity brand ambassadors, Faithia Williams Balogun, Ahmad Lawan and Queen Nwokoye.

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