![Ready Brek_230w COLOUR-01](https://krowcentral.com/wp-content/uploads/sites/4/2019/10/Ready-Brek_230w-COLOUR-01-0x260-c-center.png)
CENTRAL HEATING FOR EVERYONE
THE HEADSCRATCHER
Ready brek is a legendary brand, but how could we make it a must-have for today’s audience?
THE BIG POSITIVE IMPACT
66% of Brits love porridge, so we saw a great opportunity to take Ready brek out of its traditional kids’ cereal territory and make it a hearty, good quality brekkie for adults too.
In our 20” TV spot, we powered up the iconic Ready brek glow to generate strong cut-through, and combined mouth-watering product shots with smart humour to create a memorable return for the brand. Updating the classic strapline to present Ready brek as Central Heating for Everyone.
![](https://krowcentral.com/wp-content/uploads/sites/4/2019/10/Screenshot-2019-10-28-at-12.49.35-2880x1620-c-center.png)
THE HEADLINES
We helped reverse Ready brek’s decline with their biggest sales boost in two years – over 14% year-on-year. As part of an integrated push including pack redesign and a sales promotion, our ad also helped sales stay strong after the campaign ended, with a 10% surge. No mean feat when the rest of the hot cereal sector saw a 4% dip.
Today, the brand’s value stands at £10.3m, compared to £8.8m before the campaign. And more than two million UK homes now have Ready brek in their cupboards, up 7.2% or 276,000 households.
And the cherry on the porridge? In October 2019, Ready brek was the fastest-growing cereal brand*, full stop.
Very heart-warming results for our Client Helena Blincow, who said, “The relaunch TV campaign made a phenomenal difference to the Ready brek brand. krow met the brief perfectly and delivered a truly effective campaign keeping our core distinctive brand asset ‘the Ready brek glow’ at the heart of the idea.”
*Source: Nielsen data to the end of October 2019
More Work
![Green & Black Prepare to Melt krow Central Green & Black Prepare to Melt krow Central](https://krowcentral.com/wp-content/uploads/sites/4/2019/10/GB_1244x1244px.jpg)
A Delicious Product Launch
Unveiling an irresistible new ice cream range to lovers of luxury.
Find out more![](https://krowcentral.com/wp-content/uploads/sites/4/2019/10/GB_230w-WHITE-01.png)
![krow central facebook live social media krow central facebook live social media](https://krowcentral.com/wp-content/uploads/sites/4/2019/10/square_1244x1244_social_experiences-1-1244x1244-c-center.jpg)
We create social experiences.
Ditch the thinking that social is property of marketing and start creating experiences that delight.
Find out more