A new partnership sees Roald Dahl’s literary characters brought to breakfast tables with the release of limited-edition Ready Brek packs.
Promotional packs featuring four of the author’s biggest titles – The BFG, Matilda, James and the Giant Peach, and The Witches – are available from now until March.
Shoppers have the chance to win Roald Dahl merchandise – with 7,500 prizes (worth a total of £200,000), including box sets of books and crockery sets, up for grabs. A microsite is also hosting free Roald Dahl activities.
Ready Brek is supporting the launch with a £100,000 shopper activity investment. This includes digital activations and point of sale to bring the world of Roald Dahl to life in-store and online. Consumer social media campaigns will run across the Ready Brek and Roald Dahl channels, climaxing around World Book Day on 3 March.
Alastair Porter, Ready Brek Marketing Controller, said: “Roald Dahl is immensely popular with families, with a 98% awareness rate. This partnership aims to ignite some love back into the brand and category, increasing our reach to families and introducing new consumers. As a result, we’re expecting a sales boost for Ready Brek, adding incremental value to the rest of the category.”
Ready Brek’s Limited-Edition Roald Dahl packs are available across the entire Ready Brek range, excluding price-marked packs. The partnership will return with a new promotion in autumn 2022 ahead of the next porridge season.
Roald Dahl is the UK’s number one children’s author and has sold over 300 million books worldwide.
