Employees at Weetabix’s Burton Latimer factory are set to feature in a new £1.9m TV advertising campaign for the first time in the company’s history.
Airing on national TV from Monday, January 7, the Ready brek ‘Super Smooth Guarantee’ advert sees Alex Cosgrove, Steve King and Tom Shepherd dress up in comical costumes including a pink ballet tutu to demonstrate a series of forfeits they pledge to undertake if Ready brek fans find a lump in their porridge.
The three stars of the ad made it through a rigorous audition process to win the chance to appear on screen.
The dedicated Ready brek hub on Nickelodeon.co.uk also allows children to make grown-up Ready brek employees perform extra forfeits at a click of the mouse.
Limited-edition ‘forfeit’ cards for children have also been introduced into Ready brek packs as part of the new packaging design which has been rolled out nationwide.
Nanda Desai, brand manager at Ready brek, said: “We know kids love Ready brek when they have it for breakfast and so this campaign was created to appeal to their sense of fun. It also gave us the opportunity to come together as a team and demonstrate the pride we have in our products, and we all ended up having a lot of fun with it ourselves.”