Experts Laud Effectiveness of Chivita 100% Breakfast Campaign

The ongoing# Breakfast withChi vita 100% campaign which has trended for months on influential social media platforms is a pointer that it is important to prepare a good communication campaign.

The campaign has also enjoyed positioning on strategic out of home platforms, as well as a blitz of television advertisement on terrestrial and satellite channels. However, it is fundamental to know how to distribute it for effectiveness, some experts have said.

With its key message of making breakfast complete with Chivita 100% Fruit Juice gaining traction, the brand has through effective communication endeared itself to consumers by offering a highly attractive value proposition. Its partner- ship with Manchester United and deployment of some of the club's internationally renowned stars like Wayne Rooney, Marcus Rashford, Eric Bailly and Juan Mata in the television advertisement to project the brand's breakfast narrative is seen as a masterstroke through its showcasing of some of the best players in football making healthy and complete breakfast choices.

According to Ikem Onyeka, a Brand Consultant with Wingplus Communication, a communication campaign succeeds when the brand owner is able to persuade consumers that the brand has benefits that they want or need; hence, it is not every time a brand achieves the objective of exciting the consumer in ways that ignite conversation.