Ready Brek Returns to TV and Brings ‘Central Heating for Everyone’

Ready brek, the smooth porridge oat brand from the Weetabix Food Company, is returning to TV for the first time in five years, with its ‘Central Heating for Everyone’ campaign.

The advert by creative agency bigdog, brings back Ready brek’s iconic ‘glow’, which was also reintroduced on pack earlier in 2018.

Unveiled in time for ‘porridge season’ and running throughout October, the TV advert will be supported with a new on pack promotion offering consumers the chance to win “free heating for a year”. Golden tickets will be hidden in promotional packs, and the entire campaign will be supported in-store with promotional activity including FSDUs, as well as social media support.

The Ready brek brand has a value of £8.3m and the new advert is aiming to get the UK ready for the cold mornings to come, encouraging the first purchase and subsequent repeat purchases.

Bethan James, Account Director at bigdog says: “We were looking for a way to bring back the ‘Ready brek glow’ but realign it to a much larger demographic. Today’s consumers are conscious of quality and focused on wellbeing, so our mission was to ensure Ready brek is seen and remembered as the perfect way to start your day, via creative that utilised and modernised the original ‘glow’ ads from the 1980s.”

“We are very excited to bring back Ready brek to TV screens to demonstrate how quick it is to make, as well as how warming it is. The brand is rich in heritage and remains a firm favourite with people of all ages. Our ‘glowing silhouette’ visual is an important brand asset that resonates with consumers. We are confident the campaign will connect with both long-standing, loyal consumers, as well as attracting new shoppers to the brand, as we enter the cold season,” said Nanda Desai, Commercial Marketing Manager, Ready brek.

“Original Ready brek is one of the healthiest cereals in the category and has all green traffic lights, as well as no added salt or sugar. Made with wholegrain oats and nothing else, Ready brek is the only porridge fortified with vitamins and minerals. The rise in awareness of the health benefits of oats has certainly increased the demand for porridge and with more and more people making healthier choices for breakfast, Ready brek is a must-stock product to tap into this growing trend.”

Ready brek is available in a range of pack and case sizes:

  • Ready brek Original, 250g (£1 PMP)
  • Ready brek Original 450g (£1.98)
  • Ready brek Original 750g (£2.49)
  • Ready brek Chocolate, 450g (£1.98)
  • Ready brek Original Sachets, 8x 32g (£1.99)
  • Ready brek Chocolate Sachets, 8x 32g (£1.99)

Source: Weetabix Food Company

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