London Underground seeks ‘breakfast’ sampling partner

London Underground (LU) is seeking a “breakfast” brand to help it raise awareness of the importance of eating the first meal of the day.

Viacom Outdoor is helping LU find a brand to launch a month-long sampling campaign.

More than 300,000 ready-to-eat breakfast products will be given away, at least twice a week, at Tube interchange stations.

The chosen brand will also appear on the Transport for London website and feature on co-branded information posters on the Underground. Carlson Marketing, which is responsible for all sampling campaigns on the network, will oversee distribution.

LU says its research has found that hunger and dehydration among passengers who fail to eat before leaving home in the morning is a major cause of fainting and subsequent delays on the Tube network.

LU marketing communication manager Liz Norris says: “With more than three million customers travelling on the Underground, just one person fainting could cause major delays.

“We hope a partnership of this kind could help avoid delays by encouraging our customers to eat breakfast on the go.”

Viacom Outdoor head of impact Justin Stark adds: “This is a perfect means for a breakfast product to reach consumers on the move.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here