Every few months I read the hackneyed old saying that we are all
bombarded by up to 40,000 advertising messages a day.
A lot of them will not get through because they are of no relevance.
But what of the ones that are relevant?
The truth is that I suffer from that other hackneyed phrase, ’time
famine’, thanks to a couple of screaming kids under the age of two and a
wife who, like me, has a career.
Chilling out to me is switching off and blankly staring into the middle
distance. It is my mental ’down time’ when I’m not that receptive to any
advertising. And that’s where the clever little campaign for Nutri-Grain
It grabbed me when, like many other commuters, I was staring like a
zombie at whatever happened to be in my hands at the time.
And there, on the back of my tube ticket, was a simple yet effective
message: ’Missed Breakfast? Seek Assistance. Nutri-Grain. Good food on
Like millions of other travellers who were running late, I hadn’t had
any breakfast. So the mention of food reminded me of my hunger. I tried
one, I liked it and I’ll buy one again.
Full marks to Kellogg, JWT and Media Initiatives. You had just the
ticket to get my attention ahead of the other 40,000 messages I absorbed