Millions of viewers are waking up to Mornflake as part of a national TV advertising campaign celebrating the food producer’s historic roots in South Cheshire and expertise as millers.
ITV adverts, running throughout September, feature three 20-second cinematic film clips telling the story of how the family firm, the fourth oldest in the country, grows and crafts oat-based cereal products loved by consumers worldwide.
Viewers of prime time television will be introduced to Mornflake ‘Millers of Mighty Oats since 1675’ with scenes inside the Crewe Mill and on a farm near Nantwich which has been growing and harvesting crops for the company for more than 10 years.
The commercials will be seen on station’s biggest shows including Good Morning Britain, Lorraine and Granada News as well as during episodes of Coronation Street, Who Wants to Be A Millionaire, The Chase, Doc Martin and Piers Morgan Life Stories.
They go live just as the porridge season hots up and mark an upturn in sales for the independent millers who have long championed healthy lifestyles and oats as a wonder food packed full of nutrition.
Mornflake Commercial Director Marek Makowski said: “Genuine craft, provenance and quality is something we have been delivering for centuries, since we first started milling oats in 1675 and it is central to our promise today.
“Over 340 years we have fed the nation through some challenging times and Covid-19 has seen a huge demand for healthy, hearty wholegrains like oats – especially in our heartland, stove-cooked traditional oats.
“This campaign is a timely reminder that our centuries of family milling craft and expertise ensures that consumers can always depend on Mornflake for a quality breakfast – especially as we move into the chillier months.”
A household name for its premium porridge, granola and muesli range, Mornflake has played a critical role in feeding the nation during the pandemic, supporting the DEFRA parcel scheme with millions of packs of porridge sent to NHS workers, food banks and vulnerable people.
And not for the first time in its history has this iconic local company stepped up to the mark.
During the Second World War, its energy-packed oats became the number one daily dietary staple and a new factory was built on Gresty Road in Crewe to cope with feeding a nation at war.
The company remains renowned for its centuries-old milling expertise and proud history spanning five centuries and 15 generations of the Lea family starting with William Lea who began milling oats at Swettenham Mill, South Cheshire in 1675 – nine years after the Great Fire of London.
Its swift response to the pandemic has been recognised by the GREAT Britain Inspirations campaign led by the Department of International Trade.
The initiative pays tribute to the ‘extraordinary’ actions of UK businesses, organisations and individuals in the most challenging time in living memory.
