Super smooth kids’ porridge Ready Brek and Walker Books’ popular children’s brand We’re Going on a Bear Hunt are embarking on a joint adventure from June to July. The two bearloving brands will come together to serve up a nutritious helping of outdoor fun in a bid to help parents and kids adopt a healthy, balanced lifestyle. Ready Brek will be inviting kids and families to create their very own bear hunt featuring fun activity ideas to try at home on their packs. The promotion will be supported by a heavyweight social media campaign reaching up to 3m consumers with a media value of £250k.

Launched in UK stores nationwide from Saturday 27th May, the free We’re Going on a Bear Hunt guide, inspired by the hit Channel 4 animated film produced by Lupus Films, is appearing on more than 1.8m Ready Brek packs. Featuring beautiful artwork from the film, each guide suggests games and activities showing kids how to go on their very own bear hunt swishyswashing through grass and splashsploshing through puddles. Packs also include three delicious recipes to collect; Bear Hunt Banana Muffins, Protein-packed Bear Hunt Bites and Bear Hunt Blueberry and Apple Flapjacks which are all nutritionally balanced, energy boosting snacks that will keep little adventurers going.

Petra Brundelius, Marketing Manager at Ready Brek, says: “Packed with Calcium, Vitamin D, Protein and Fibre Ready Brek is one of the UK’s most popular breakfast choices when it comes to serving up instant oat goodness for kids.Ready in just 90 seconds, made with wholegrain oats, no added salt or sugar there’s plenty of goodness and taste without any hidden nasties. We are very excited to have teamed up with We’re Going on a Bear Hunt as it brings an extra ingredient of imagination to breakfast time and by starting the day the Ready Brek way we know kids are ready for any adventure!”

Julia Posen, EVP and Commercial Director, Group Rights and Development at Walker Books says: “We’re Going on a Bear Hunt, just like Ready Brek, has been enjoyed by children and parents for years. The Bear Hunt film is a celebration of family time, encouraging children to enjoy a healthy, balanced lifestyle and spend time outside exploring their surroundings. And what better way to start an adventure than with a Ready Brek breakfast? Bears and porridge have long gone hand in hand in the world of storytelling and we are delighted to be working with Ready Brek on a campaign that fits both brands so brilliantly.”


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