Weetabix reprises Ready Brek ‘glow’ for wider appeal

bigdog_readybrek2Weetabix 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.”

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