Ready Brek will add Roald Dahl characters to its porridge packs in the new year to “ignite some love back into the brand”.
The limited-edition packs – which will be available from January to March 2022 – will feature characters from The BFG, Matilda, James and the Giant Peach, and The Witches.
An on-pack promotion will offer families the chance to win Roald Dahl merchandise with 7,500 prizes (worth £200,000) – including box sets of books and crockery sets – up for grabs.
Ready Brek will also launch a microsite hosting free Roald Dahl activities for children.
The promotion would be supported with a £100,000 shopper activity investment, including digital and point of sale activations “to bring the world of Roald Dahl to life”, said the brand.
Consumer social media campaigns will run across the Ready Brek and Roald Dahl channels, culminating on World Book Day (3 March).
“This partnership aims to ignite some love back into the brand and category, increasing our reach to families and introducing new consumers,” said Ready Brek marketing controller Alastair Porter.
“As a result, we’re expecting a sales boost for Ready Brek, adding incremental value to the rest of the category.”
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