bigdog brings back the ready brek glow

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bigdog has launched a new campaign for iconic Weetabix Food Company breakfast brand Ready brek.

The Central Heating for Everyone campaign launched with a 20’’ TV commercial, running for three weeks, with creative focusing on revitalising the brand’s traditional ‘Ready brek glow’ positioning.

Historically a children’s breakfast cereal, bigdog’s work modernises the brand, 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 augmenting brand awareness online and offline.

bigdog delivered the campaign, with Mark Lees on creative, Scott Eggertsen on planning and Bethan James on account management. Vizeum handled media buying for the project.

Bethan James, Account Director at bigdog says: “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 utilised and modernised the original ‘glow’ ads from the 1980s.”

Nanda Desai, Commercial Marketing Manager at Weetabix Food Company, adds: “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 solution for those upcoming winter mornings. The spot bigdog created for us will not only invoke memories to those who grew up with Ready brek, it will also introduce us to younger audiences as well. I couldn’t be happier to see the ad hit the screens and can’t wait to see where it will take us next.”

To watch the Ready brek TV commercial, click here.


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