London’s Biggest Breakfast Celebration

1st September 2014
The Mayor’s Fund for London and Magic 105.4 team up for the 2014 London’s Biggest Breakfast Celebration

Date: 18th September, 2014, City Hall (6am to 10am)

The Mayor’s Fund for London and Magic 105.4 will celebrate the culmination of the ‘2014 London’s Biggest Breakfast’ charity campaign – now in its second year – in a special outside broadcast live from City Hall. This year’s on-air content is sponsored by Kellogg’s for the first time. Since the launch of the 2014 campaign earlier this year, another 14 School Breakfast Clubs have been set up across the capital, now totalling 74 but thousands more hungry children in London’s most disadvantaged areas still need to be reached.

On Thursday 18th September from 6am, Magic 105.4’s Breakfast Show will broadcast live from City Hall. The show will feature a special live performance from American singing sisters, The Pierces, plus special guests including Mayor of London Boris Johnson, Olympic Diver Peter Waterfield, TV Doctor Anita Sturnham, TV Nutritionist Lucy Jones and Kellogg’s UK Sales Director Colin Bebbington. Children from the Mayor’s Fund for London’s School Breakfast Clubs will also be joining the festivities to enjoy a healthy breakfast and help support the campaign.

The Mayor’s Fund for London charity was established in April 2009 and is dedicated to providing young Londoners the skills to escape the threat of poverty and to play a valuable part in London’s future. Many children come to school too hungry to learn. Research shows that 1 in 3 children regularly miss their breakfast and only 1 in 4 children eat a healthy school lunch. The campaign, in conjunction with Kellogg’s, urges people across London to simultaneously host their own fundraising breakfast on Thursday 18thSeptember and donate the proceeds or the cost of their breakfast to the London’s Biggest Breakfast Campaign. To donate: text BREK02 and the amount to 70070 or visit

In conjunction with the on-air broadcast, the morning’s action will feature across Magic 105.4’s online and social media platforms including YouTube, Twitter takeovers from guests and gallery photos across Facebook and Instagram. Other Interactivity in the form of ‘Breakfast selfies’ will encourage listeners to interact with the campaign and send in pictures of their breakfast.

Boris Johnson, the Mayor of London and Patron of the Mayor’s Fund for London says: ‘One in three London primary schoolchildren regularly miss their breakfast and by the time they get to school they are too hungry to learn. Thanks to the success of London’s Biggest Breakfast Campaign, the Mayor’s Fund for London Breakfast Club Programme now operates 74 breakfast clubs in schools, feeding over 3,000 children a day. We are calling on individuals and businesses in the capital to put their hands in their pockets so that even more young Londoners can benefit from a healthy breakfast and be fuelled for school and a day of learning.”

Magic 105.4’s live broadcast from 6am on the 18th of September will highlight the work of the Mayors Fund for London and educate listeners as to why it is so important for all children to start the day with a healthy breakfast.