1 Million NYC Kids Take Back Breakfast


Back to the Roots


Creative Direction

Art Direction


Agency of Trillions

David McElwaine

David Thomas

In early 2017, New York City awarded Back to the Roots the contract to replace Kellogg cereals offered by New York City’s public school system, the largest public school system in the US. A decision resulting from a student taste test, a need for more nutritious options, and a desire to improve student health for over 1 Million NYC Kids.
We successfully brought awareness to this great accomplishment while encouraging other public school systems, students, and their parents to Take Back Breakfast by leveraging popular social media platforms.