Ready brek celebrates phenomenal year by bringing back campaign


Ready brek is celebrating a phenomenal year by bringing back its popular ‘Central Heating for Everyone’ advert. The 2019 activity is Ready brek’s biggest support for over six years and will see the brand extending to additional channels. Last year’s campaign was a catalyst for growth, connecting with both long-standing, loyal consumers, in addition to attracting new shoppers.

The brand is now worth £10m and growing at +18% value and +21% volume, making it the fastest growing in the cereal category. Rich in heritage, the smooth porridge oat brand remains a firm favourite with people of all ages and can now be found in over two million households nationwide.

Unveiled in time for ‘porridge season’ and running throughout October across national TV, the advert demonstrates just how quick Ready brek is to make and how wonderfully warming it is. Aiming to get the nation ready for the cold mornings to come, it also plays on Ready brek’s iconic ‘glow’ packaging which returned last year. This will be accompanied by YouTube activity, in which a specially created six second clip will target consumers watching on the move.

The advertising will be supported by an on-pack promotion offering consumers the chance to win ‘free heating for a year’, with golden tickets hidden in promotional packs. Corresponding in-store promotional activity, as well as social media support, including Ready brek Facebook and Instagram activity are also taking place, ensuring consumers can be reached across multiple channels.

Nanda Desai, brand manager, Ready brek, said: “Last year’s campaign was a huge success, contributing to our fantastic sales increase, so we’ve brought it back and amplified even further. The ‘Central Heating for Everyone’ advert was the first time we’d been on TV for five years and really brought Ready brek back to the forefront of consumers’ minds, encouraging shoppers to talk about the brand again. We are looking forward to exploring new channels and reaching even more people this time around.

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