Soreen has unveiled its biggest marketing investment to date with a £2m campaign aimed at promoting the malt loaf brand’s squidgy products as an ideal pick-me-up for all occasions.
The ad campaign, launched today (12 August) with the tagline ‘The Soreen squidge’ll pick you up’, is set to run for the next six weeks across TV, digital media, video on demand, Meta, Tik Tok, and YouTube.
The video stars a singing malt loaf basked in sunlight during a rainy day and helps showcase new packaging for the brand’s range with updated on-pack photography. Focussing on Soreen’s Original Malt Loaf, it also shows flavour and format variants including Banana Lunchbox Loaves and the HFSS-compliant Blueberry Lift Bars.
“We hope to butter up the nation with our sunny, humorous campaign, featuring a twist on the famous 80’s soundtrack ‘The Sun Always Shines On TV’,” commented Liz Jacobs, marketing director at Soreen. “This is the biggest ever spend we’ve attributed to a single campaign, which will reach 70% of UK adults over a six-week period.
“We believe that the campaign soundtrack creates a contagious, ripple effect that the nation will find hard to resist singing! Whether consumers are looking for a mid-morning snack, an after-school boost for their children or are struggling with a 3 o’clock work slump, Soreen is that squidgy little pick me up that is tasty and satisfying, ideal for all occasions,” she added.
All Soreen products are touted as healthier cake options and a good source of fibre, as well as being vegan and vegetarian friendly. Lunchbox Loaves are under 100 calories per pre-packaged snack, while Lift Bars are said to provide a bigger eat and have naturally occurring B12 to reduce tiredness and fatigue.
Jacobs noted that the ‘master brand’ campaign ties into the company’s mission to be ‘champions of feel-good nutrition’, with affordable nutrition being at the heart of the brand. Soreen regularly comes out with seasonal NPD such as its Christmas Loaf packed with winter fruits and spices in 2023, and its Scream Mini Loaves in cherry jellies and toffee apple flavours the preceding Halloween.
Soreen is owned by food manufacturing giant Samworth Brothers, which also produces bakery brands Ginsters, Higgidy, Urban Eat, West Cornwall Pastry Co, Dickinson & Morris, The Cornwall Bakery, Walkers, and The Real Wrap Co (acquired earlier this year).
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