Ceres has worked on Farmhouse Breakfast Week for several years and was reappointed following a competitive pitch.

The agency has been briefed by the cereals and oilseeds division of the Agriculture and Horticulture Development Board, to provide a campaign that will target mums who regularly skip breakfast.

The team will ensure the campaign builds on the high levels of engagement achieved during January's Breakfast Week Challenge by creating an online celebration of breakfast, and revealing the results of independent research into the country’s breakfast habits.

Kathryn Race, director at Ceres said: "This is a campaign we are really passionate about and are delighted to have retained the account. Each year we have built on our previous successes, whilst keeping it fresh and engaging. We have great plans and ideas for 2013 including a campaign celebrity and extensive social media activity."

The annual Farmhouse Breakfast Week highlights the importance of eating a healthy balanced breakfast and provides a platform for third parties to promote breakfast through their own events. Next year's event takes place between January 20 and 26.