Super smooth kids’ porridge Ready Brek and Walker Books’ popular children’s brand We’re Going on a Bear Hunt are embarking on a joint adventure from now until July.

The two brands will come together to serve up a nutritious helping of outdoor fun in a bid to help parents and kids adopt a healthy, balanced lifestyle. Ready Brek will be inviting kids and families to create their own bear hunt featuring fun activity ideas to try at home on their packs. The promotion will be supported by a heavyweight social media campaign reaching up to 3m consumers with a media value of £250k.

The free We’re Going on a Bear Hunt guide, inspired by the hit Channel 4 animated film produced by Lupus Films, will appear on more than 1.8m Ready Brek packs. Featuring artwork from the film, each guide suggests games and activities showing kids how to go on their own bear hunt. Packs also include three recipes to collect; Bear Hunt Banana Muffins, Protein-packed Bear Hunt Bites and Bear Hunt Blueberry and Apple Flapjacks.

Petra Brundelius, marketing manager at Ready Brek, said: “Packed with Calcium, Vitamin D, Protein and Fibre, Ready Brek is one of the UK’s most popular breakfast choices when it comes to serving up instant oat goodness for kids.Ready in just 90 seconds, made with wholegrain oats, no added salt or sugar there’s plenty of goodness and taste without any hidden nasties. We are very excited to have teamed up with We’re Going on a Bear Hunt as it brings an extra ingredient of imagination to breakfast time and by starting the day the Ready Brek way we know kids are ready for any adventure!”

Julia Posen, EVP and Commercial Director, Group Rights and Development at Walker Books says: ”We’re Going on a Bear Hunt, just like Ready Brek, has been enjoyed by children and parents for years. The Bear Hunt film is a celebration of family time, encouraging children to enjoy a healthy, balanced lifestyle and spend time outside exploring their surroundings. And what better way to start an adventure than with a Ready Brek breakfast? Bears and porridge have long gone hand in hand in the world of storytelling and we are delighted to be working with Ready Brek on a campaign that fits both brands so brilliantly.”

The on-pack promotion will run from May to July and will feature on 1.8m packs including Ready Brek Original 450g (RRP £1.99) and 750g (RRP £2.99) and Ready Brek 450g Chocolate (RRP £1.99).