The colder it gets, the more important a warm, wholesome, nutritious breakfast becomes. However, many people lack access to a warm breakfast; studies from the Food Foundation and charity Magic Breakfast show that one in four children are at risk of food insecurity in the UK. To raise awareness of the problem, Quaker UK and Uncommon have released a hard-hitting print and outdoor execution, featuring a real class of schoolchildren, shot with a thermal effect to illustrate the statistic that one in four children could go hungry this winter. Quaker will be donating up to three million warm breakfasts to support families through an on-pack promotion. The brand will also be offering shoppers dynamic coupons to redeem against its products which will see the value change depending on the temperature outside; the colder it gets, the more shoppers save.

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