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.”