‘The Soreen Squidge’ll pick you up’
Soreen is kicking off its largest-ever UK ‘master brand’ campaign with a TV advert encouraging consumers to enjoy Soreen’s squidgy products for the perfect pick-me-up, leaving them feeling satisfied, happier and brighter than ever.
The iconic malt loaf brand today launches its latest brand campaign ‘The Soreen squidge’ll pick you up’, featuring the delicious range of flavours and formats whilst haloing the original Malt Loaf variant. The campaign aims to drive awareness of the brand’s most loved products and remind shoppers of the squidgy, satisfying snacks that leave you feeling good, not guilty.
Liz Jacobs, Marketing Director at Soreen said: “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”.
“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.”
The TV ad shines a light on the love that shoppers have for Soreen. Alongside a singing malt loaf basked in sunlight, famous soundtrack and squidgy product credentials, the ad also showcases the brand’s new packaging, created to improve shopability, enhancing the brand assets and with updated on-pack photography to increase taste appeal.
The film features Soreen’s Original Malt Loaf, Lunchbox Loaves and Soreen Lift Bar variants. All have gained wide appeal due to being healthier than the average cake bar, whilst still being deliciously satisfying and a great pick-me-up snack. Soreen Lunchbox Loaves are under 100 calories and the perfect lunchtime, pre-packaged snack. Soreen Lift Bars provide a bigger eat and have naturally occurring B12 to reduce tiredness and fatigue.
Aimed at all ages, the campaign will run across TV, with prime-time ITV slots, alongside digital media including VOD, Meta and Tik Tok ads and YouTube pre-roll ads. The TV ad will also be supported by shopper media which aims to bring Soreen sunshine to the bakery aisle!
Liz added: “Our ‘master brand’ campaign ties into our company mission to be ‘Champions of feel-good nutrition’ and bring sunshine to everyday lives, affordable nutrition is at the heart of our brand.
Soreen is now the biggest HFSS compliant brand in cake – encouraging shoppers to choose healthier snacking options that are still tasty whilst aligning to government guidelines to reduce obesity in the UK – with all their products also being vegan and vegetarian friendly.