Tom Daley dives into Quaker Oats mornings campaign

Josh Hall's picture

Quaker Oats have enlisted Olympic diver Tom Daley as the face of their new campaign.

The 'Daley Kickstart' push focuses on the athlete's morning routine, offering tips for waking up naturally.

The campaign has been based on research suggesting that poor evening and morning routines are making Brits tired and unproductive.

Quaker's study suggests that three in ten check their social media as soon as they wake up, while one in ten check their work emails.

Almost half of respondents hit the snooze button on their alarm for at least 14 minutes, while one in six do it more than twice.

'Snoozers' take an average of five extra minutes to get ready in the morning, while 44 per cent said they feel tired during the working day.

In response, Quaker are encouraging Brits to adopt a morning routine similar to that practiced by Daley.

The athlete said: “I’m no stranger to early mornings. My training schedule, not to mention being a new dad keep me pretty busy first thing, but I always make time for breakfast. With snoozers twice as likely to struggle concentrating, how you wake up and what you eat in the morning really does set you up for the day. That’s why I’m encouraging the nation to ditch the snooze button and kickstart their day with a bowl of Quaker Oats like I do.”

Rebecca Parker, Senior Brand Manager at Quaker Oats, added: “The morning routine is clearly different for everyone, whether they’re an early riser or prefer those extra minutes in bed. We want to encourage Brits to wake up on the right side of the bed each day in order to feel alert, productive and ready to seize the day.”

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