Ready Brek, the porridge oat brand from the Weetabix Food Company, is returning to TV for the first time in five years, with its ‘Central Heating for Everyone’ campaign.

The advert is designed to support the redesigned Ready Brek range, which was introduced to stores late last year.

Running throughout October, the TV campaign will be supported with a new on pack promotion offering consumers the chance to win “free heating for a year”.

Golden tickets will be hidden in promotional packs, and the entire campaign will be supported in-store with promotional activity including FSDUs, as well as social media support.

Nanda Desai, commercial marketing manager for Ready Brek, said: “We are very excited to bring back Ready Brek to TV screens to demonstrate how quick it is to make, as well as how warming it is. The brand is rich in heritage and remains a firm favourite with people of all ages. Our ‘glowing silhouette’ visual is an important brand asset that resonates with consumers. We are confident the campaign will connect with both long-standing, loyal consumers, as well as attracting new shoppers to the brand, as we enter the cold season.

“Original Ready Brek is one of the healthiest cereals in the category and has all green traffic lights, as well as no added salt or sugar. Made with wholegrain oats and nothing else, Ready Brek is the only porridge fortified with vitamins and minerals. The rise in awareness of the health benefits of oats has certainly increased the demand for porridge and with more and more people making healthier choices for breakfast, Ready Brek is a must-stock product to tap into this growing trend.”

Ready Brek is available to convenience stores in a range of formats, including: Ready Brek Original 250g (£1 PMP), Ready Brek Original 450g (£1.98), Ready Brek Original 750g (£2.49), Ready Brek Chocolate 450g (£1.98), Ready Brek Original Sachets 8x 32g (£1.99) and Ready Brek Chocolate Sachets 8x 32g (£1.99).

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