Nourishing Children’s Future
16/9/2026
Tam-Tam\TBWA is behind the Breakfast Club of Canada’s latest communications campaign.
A simple idea for a mission that is anything but small: helping children start their day with the energy they need to learn, grow, and thrive. Standing Out from the Clutter
With more than 50,000 non-profit organizations in Quebec , standing out has become increasingly difficult and essential for a brand like the Breakfast Club of Canada. The national campaign therefore taps into emotion to capture attention and raise awareness.
The insight behind the idea : when a child heads to school on an empty stomach, they’re missing something essential to being at their best.
« We wanted people to feel the sense of something missing, rather than simply describe it. Together with Ivan, the director, we developed an approach that engages all the senses » says Marc Fabien, Copywriter at Tam-Tam\TBWA.
« This year, we wanted to explore emotion more deeply, without becoming overly dramatic. The goal was to preserve the brand’s colourful and positive essence throughout the campaign’s visual world, while striking a more sensitive chord when talking about what children are missing. Because what’s missing often goes beyond what’s on their plate. It may be invisible, but the impact on a child’s life is very real », says Janic Aubin-Bergeron, Senior Content and Ambassadors Advisor at Breakfast Club of Canada.
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