2. Why Breakfast?
Breakfast was born in the depths of the deepest recession in living memory.
This was not ideal but what the hey.
All we had was an idea that experience still counts; that the best client relationships
are forged over time and under pressure; and that doing business in a sustainable and
responsible way was the only way we wanted to work. Real problems need robust
Six years later we remain constantly curious about life, energised by the power of
ideas to transform fortunes; and eager to apply our collective ingenuity and insight
across every aspect of brand building.
Every morning we believe that we will make a diﬀerence to our clients’ businesses
through intelligent application, a caring approach and the odd ﬂash of inspiration.
We are relentless optimists.
We are Breakfast.
3. We build brand value from the inside out.
We specialise in:
• Great brand thinking
• Creative eﬀectiveness
• Enduring client relationships
…whatever the media channel.
7. … unlocking core
BRAND ORGANISING PRINCIPLE BRAND IDEA
easyJet Unstoppable Optimism “Come on, let’s ﬂy”
Cotes du Rhone Indelible Indulgence Iconic double takes
Caﬀè Nero Discerning Diversions Coﬀee with soul
Allied Healthcare Mobilising Expertise “Fighting to keep people
in their own homes”
Saga Healthcare Intelligent Possibilities Preparation for life, not death
8. …And, as ever,
having a great
Creating a consistent and
compelling brand narrative
that can be executed across
all media, on and oﬄine
10. Background: Provision of home
healthcare is in crisis
The task: Create a disruptive
proposition that will drive national
awareness of Allied Healthcare
The result: An invitation to all
stakeholders – from care workers to
councils and siblings to seniors – to
join the ﬁght to give more people the
choice to stay in their own homes.
12. Background: Côtes du Rhône outspent by
new world wine producers
The task: Create a single minded brand
campaign to engage trade and customers
The result: An iconic press and outdoor
campaign has made Côtes du Rhône the
fastest growing appellation with the
highest ad recognition in Europe.
(67% recognition of the ‘Heels’ campaign)
13. We have now taken
the ‘Think red’
where it can be
ﬂexed for any
14. Background: Caﬀè Nero has evolved into
one of the largest coﬀee house brands in
The Task: Their rapid organic growth has
been achieved without capturing the
brand’s essence or working out how the
brand should develop online. We have
produced a Brand Bible and Style Guide
to help their marketing teams produce
comms with a consistent vision, and
launched their ﬁrst US store.
The Result: The Style Guide has now
cascaded around the world
V E R S I O N 1 - M AY 2 015
S T Y L E G U I D E
16. Background: Saga looking to
capitalise on their expertise and
reach with seniors. Growing need
for new and extended healthcare
The task: ‘Care’ is a pejorative
concept. Saga want to ﬂip this
convention and create a new and
ﬂexible, ‘people + tech + curation’
proposition that allows families
to get on and enjoy their lives
The result: Early days, but the
service is currently being tested
in Hertfordshire with plans for a
two-year national roll out
18. Background: Dutch based TransIP
is market leader in Benelux. In the
UK, mass-market brands such as
Go Daddy, 1&1 and 123 Reg
dominate at the top end while
smaller brands ﬁght for attention
amongst the tech specialists.
Task: Entry strategy was to target
the middle ground: entrepreneurs,
owners of creative businesses and
digital natives (those who have
grown up with digital and aren’t
afraid of code).
Result: A highly distinctive and
authentic entry into a generic
market paving the way for the
launch of a suite of speciﬁc product
20. Our brand idea combined the growing
inﬂuence and appeal of geeks with the
company’s Dutch provenance. This was
articulated in the idea ‘Schexytech’. We held a
Guardian-sponsored launch event in Tech
City featuring some illustrious guest
speakers and suitably sexy tech to cement
our credentials and create relevant awareness
amongst our key audience.
This was followed up with a digital display
campaign using the same campaign theme to
sell TransIP’s superior tech solutions to a
brand-aware UK audience.
21. Background: 631 Sport needed to
reframe its competitive oﬀer.
The task: Rebrand and represent
the unique qualities of a ‘coach-
powered sports development
platform’ across every touchpoint
The result: A renamed and
reimagined brand ready to
engage both investors and
24. Background: Guinness were looking to
optimise their sponsorship of the
Rugby Six Nations
The task: Engage rugby fans online
The result: We invented ‘Fanﬁnder’, a
platform which allowed you to zoom in
on a 360° image of the crowd, tag
yourself and share with friends.
The app achieved 300% of target with
over 10,000 users per week averaging
2.5 visits and a dwell time of over 15
26. We are in the business of creating new beginnings and
opportunities for brands to connect more deeply, regardless
of whether they are start ups or mature brands.
We believe every brand can act as an Operating System
for all business activity and have a higher order purpose
that reframes its role in the lives of its customers.
We want to turn customers into fans and fans into evangelists.
It’s a new day. Time for Breakfast.