Heathrow Express collaboration targets breakfast skipping trend

A Splendid Communications campaign for Heathrow Express’s earliest-ever service is targeting breakfast-skippers with help from Quaker and TV foodie David Templer.

Splendid Communications has launched the new 4:34am service from Heathrow Express – its earliest-ever departure from London Paddington – designed to meet the needs of early flyers.

The campaign repositions ungodly early hour travelling into a moment of joy, grounded in insight; 67% of Brits board early flights feeling irritable or unwell after skipping breakfast.

On launch day, passengers hopping on the new 4:34am Heathrow Express service were treated to two exclusive breakfast recipes featuring Quaker oats, created by David Templer.

Mark Eastwood, commercial strategy lead, said: “At Heathrow Express, we continually strive to innovate and enhance the passenger experience. The launch of our 4:34am service demonstrates our dedication to offering greater flexibility and a smoother start to the journey. Partnering with Splendid Communications has enabled us to create a campaign that reflects the needs of early travellers and reinforces our commitment to making every journey seamless and enjoyable.”

Jess Proudfoot, director at Splendid Communications, added: “Skipping meals and forgetting passports all comes with the pressure of getting to the airport on time. No one likes an early start but with the new service from Heathrow Express, you don’t need to make any sacrifices, tuck into a good breakfast and pack the passport!”.

Our take

Reframing can be a powerful tactic, and is the secret behind campaigns as varied as Kitkat's 'Have a Break, Have a KitKat', and Airbnb's 'Belong Anywhere'. Both tempt you to reimagine your approach to the product/service.

Splendid, by encouraging prospective customers to reframe their travel as a 'dining opportunity', has also nailed the strategy.