Ready brek gears up for autumn with TV advert

By Éilis Cronin in Grocery 5th October 2020

Porridge brand Ready break is bringing back its “Central heating for everyone” TV advert, supported by a social media campaign.

The launch of the advert also coincides with the launch of Halloween-themed POS tools available in wholesale depots this month.

The brand is offering WOW displays with 3-D roof sections, hanging bats, and freestanding pallet arch display units, each with the strapline “Trick or Heat”.

Nanda Desai, Ready brek brand manager, said: “We hope to grab shoppers’ attention this year by having some great fun with Ready brek this Halloween. We’re utilising our unique and distinctive brand colours and the famous ‘Ready brek glow’ that are just perfect for bringing to life at Halloween.”

Ready brek said the TV advert and Halloween POS tools will add further growth to already strong brand sales this autumn.

Nielsen data shows Ready brek is “continuing to perform ahead of the ‘Hots’ category, with value growth of 8% and 9% volume growth over the last 12 weeks”.

Desai said: “We tend to see hot cereal sales start to increase in October. School has started, the nights draw in and the clocks go back. As the weather turns colder, consumers warm to Ready brek’s nutritional credentials – all green traffic lights on the pack; oats, vitamins, minerals and no added salt or sugar. So, it’s important grocery retailers and wholesalers ensure Ready brek is front of mind in the coming weeks.”