Ready brek, the £10million[1] smooth porridge brand, returns to TV screens and launches an on-pack promotion this February as it brings back its popular "Central Heating for Everyone" campaign.
Shoppers will have a chance to win free heating for 12 months*. To be in the running, the nation will be tasked with creating their own Ready brek "glowing creations" and then simply uploading a picture and description to Facebook or Instagram using #glowingcreations.
Launching in time for "porridge season", marketing support includes the TV ad until the end of March, as well as in-store and social media activity – all part of Ready Brek’s £500k plus investment in 2021.
Ready brek is outperforming the category in both value and volume, growing at 5.8 per cent year-on-year compared to just 1 per cent for the total hot cereals category[2].
“We’re excited to be back on TV to get the nation ready for the day on these cold winter mornings," said Sarah Roberts, Ready brek Brand Manager. "This year’s ‘win central heating’ on-pack competition is more interactive, and we want people to get creative with their Ready brek!"
The Ready brek retail range includes 450g and 750g Original, Chocolate 450g and sachets. Recommended retail prices are £1.99 for 450g packs and sachets, and 750g packs at £2.99.
* There are 10 prizes up for grabs, with each prize valued at £1300 – T&C’s can be found on-pack and at https://www.weetabixfoodcompany.co.uk/terms-conditions/glowingcreations
- Value, Total Coverage, Period Ending: WE 28.11.20 Nielsen
- Latest 52 weeks (Nielsen 28 Nov 20)
