Tube presents opportunity for ready-to-eat breakfast brand

by Daniel Farey-Jones, Brand Republic 10-Feb-06, 08:00

LONDON - London Underground is seeking to tie up with a ready-to-eat breakfast foods brand to run a media and sampling initiative to minimise delays caused by travellers with empty stomachs falling ill.

London Underground research shows passenger hunger and dehydration is a major cause of people being taken ill on trains, and women who skip breakfast account for the majority of incidents.

According to Tube ad sales company Viacom Outdoor the chosen partner brand would be fully integrated into communications designed to tackle the issue. In addition, more than 300,000 of its products will be given away for a month at least twice a week and vouchers can be included on leaflets.

Liz Norris, marketing communications manager at London Underground, said: "We hope that a partnership of this kind could help to avoid delays by encouraging our customers to eat breakfast on the go."

Carlson Marketing, which holds the contract for all London Underground sampling campaigns, will be responsible for the distribution.

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