The iconic British malt loaf brand, Soreen, has launched a new national brand campaign, which aims to drive awareness of the brand’s tasty energy and nutritional credentials.

The ‘Deliciously Squidgy Adventures’ campaign positions Soreen as a source of tasty long-lasting energy and is aimed at a wide variety of ages.

The creative concept was delivered by growing North West based advertising agency, Cheetham Bell.

“Our creative team really wanted to demonstrate with this campaign that Soreen should be considered as an essential companion for feeding any adventure, be that a bike ride, a walk in the park, a swim, or something that requires a little energy.

“The campaign effectively gets across the nutritional benefits of Soreen – being lower in fat and sugar – as well as being a delicious and satisfying malty fuel for active lives, like a long-lasting power-pack.” said Mark Harrison, Managing Director at Cheetham Bell.

The advert features Soreen’s Lunchbox Loaves, Loaf Bars, Buttered Slices and the Original Malt Loaf variants. All have gained wide appeal due to their healthier credentials, being lower in fat and sugar than the average whilst still being deliciously satisfying and great fuel for active lifestyles.

The agency behind the campaign, Cheetham Bell, are known for their creative solutions and have a growing client base, which includes high-profile brands such as; John West, Joseph Holt, BBC and United Utilities.

The campaign launched with digital media including YouTube pre-roll ads and VoD, with a hero spot in Made in Chelsea reaching 300,000 viewers. There is also use of high impact OOH sites including digital screens at London Euston and Manchester Arndale, plus large format posters on London underground platforms, digital screens along tube escalators, and advertising on the sides of buses.

The announcement of this campaign follows the launch of Soreen’s new Banana Loaf Bars this month, which are vegan approved and come in at just 135 calories, with 32% less sugar and 58% less fat than the average snack bar, making for the ideal on-the-go snack.

The Malt Loaf brand also launched their new Seeds & More Loaf earlier this year, filled with cranberries, pumpkin seeds and sunflower seeds in a bid to grow the morning goods category through premiumization.


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