Nestlé faced a challenge in marketing its breakfast cereals in Brazil where fitness is highly-valued and cereals were often mistakenly associated with obesity. JeffreyGroup created a communication campaign promoting importance of a healthy breakfast and incorporating cereal into the message. One aspect of the program targeted mothers of children ages 8-14, demonstrating how that meal could affect children’s school performance. For adults, the emphasis was on maintaining proper weight. The program included opinion polls, debates, celebrity endorsements, a workshop with bloggers who are also mothers, and a video chat with nationally-recognized health and wellness specialists.