Ready brek targets families with Roald Dahl partnership

Available until March, four of Roald Dahl’s books, The BFG, Matilda, James and the Giant Peach and The Witches, will feature on-pack alongside the chance to win Roald Dahl merchandise, including box sets of books and crockery sets.

Ready brek is supporting the launch with a £100,000 shopper activity investment, including digital activity, social media campaigns point of sale materials.

Alastair Porter, 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.”