Ready Brek announces Roald Dahl partnership

Ready Brek is partnering with Roald Dahl with the release of limited edition packs.

Available on-shelf now until March 2022, four of Roald Dahl’s biggest titles; The BFG, Matilda, James and the Giant Peach and The Witches, will feature on-pack alongside a new promotion.

Through these new packs, the porridge brand is giving families the chance to win Roald Dahl merchandise, with 7,500 prizes (worth £200,000), including box sets of books and crockery sets. A microsite will also host free Roald Dahl activities.

Ready Brek is also supporting the launch with a £100,000 shopper activity investment, including digital activations and eye-catching points 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 .

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“A Roald Dahl book is sold every 2.6 seconds and these well-loved children’s characters are a brilliant match for your morning bowl of Ready Brek.” Ready Brek marketing controller Alastair Porter 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.”

The limited edition packs will be available across the Ready brek range and 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 300m books worldwide, in more than 63 languages.

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