Malt loaf maker Soreen has launched a new creative campaign across UK cinemas through animation.

The new cinema adverts, with the tagline ‘Are you a squidgy bit Soreen’, were created by agency Red Brick Road to promote Soreen’s malt loaf bars and Lunchbox ranges.

The adverts will be shown across UK cinemas to highlight the nutritional value of Soreen as a healthier treat for a range of different audiences, and will run alongside sampling initiatives.

The new campaign is directed by Morgan Powell and Neil Kidney from Seed Animation.

Bethan Brown, marketing director at Soreen, said that its ranges could play a key role as a healthier snack for a variety of occasions.

“The new cinema campaign creates high impact for the brand, bringing Soreen to new and old audiences and communicating our nutritional credentials,” Brown said. “We are confident that this campaign will deliver positive growth on household penetration and sales.”

As an extension of the campaign, Soreen is also taking part in a six-month summer sponsorship of Odeon’s Kids Club film screenings, where the adverts will be broadcast across the blockbuster season of films such as Disney’s Moana, Sing and Trolls.