Weetabix Food Company is bringing back to ‘Ready Brek glow’ positioning in a new campaign for the brand under the premise “Central Heating for Everyone”.
Devised by agency Big Dog, the campaign is designed to expand the brand from being a children’s breakfast cereal to shifting its appeal to the masses by promoting Ready Brek’s nutritional value as a good source of energy for all ages.
The aim is to increase the brand’s category reach, while also boosting brand awareness online and offline. Vizeum handled media buying for the project.
Weetabix Food Company commercial marketing manager Nanda Desai said: “With 66% of the UK population buying into the porridge category, we wanted to remind audiences of Ready Brek and why it is a fantastic breakfast for those upcoming winter mornings.
“The spot Big Dog has created will not only invoke memories to those who grew up with Ready Brek, it will also introduce us to younger audiences as well. I can’t wait to see where it will take us next.”
Big Dog account director Bethan James added: “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 modernised the original ‘glow’ ads from the Eighties.”
Miracle-Gro owner hands Big Dog international brief
Big Dog sucks up Vax work as brand plots expansion
Big Dog takes lead in Aviva Community Fund campaign
SkyVegas hails results of Big Dog Facebook Live blitz
To leave a comment please register – it takes less than a minute and is free of charge. You will also get our weekly email update The DM Report (to opt out contact firstname.lastname@example.org). If you are an existing user, please log in. If you have forgotten your log-in details please email email@example.com to get them reset!