Soreen, one of the UK’s leading healthy cake brands, is launching its largest-ever ATL campaign, investing £2 million to drive category growth and reinforce its position as a leader in feel-good nutrition.
The multi-channel campaign centres around a creative TV ad, “The Soreen Squidge’ll Pick You Up”. Designed to amplify Soreen’s core mission of promoting feel good nutrition, the advert will reach 70 per cent of adults during a six-week period via high-impact placement across key channels, including ITV.
The humorous advert, which features a twist on the famous 80’s soundtrack, "The Sun Always Shines on TV", celebrates the brand’s iconic Original Malt Loaf. Loved by UK shoppers for generations, the loaf comes to life as a smiling, singing character, embodying consumers’ love for Soreen’s diverse range of guilt-free HFSS compliant snacks. Soreen Lunchbox Loaves also turn into amusing singing characters, bringing Soreen sunshine to TV screens across the nation. The ad also showcases the brand’s new packaging which is designed to improve visibility and increase taste appeal with enhanced brand assets and updated on-pack photography.
With Soreen growing at + 8 per cent in value sales year-on-year, the campaign is set to continue the brand’s strong growth. The significant investment will see the campaign creative also land across digital media on VOD platforms, Meta, TikTok and YouTube pre-roll ads, to further amplify consumer engagement. In-store promotions will also run across grocery, e-commerce, convenience and wholesale to drive visibility and sales. These will be supported with in-store POS, to drive visibility on shelves, as well as online support targeting multiple touchpoints.
Liz Jacobs, Marketing Director at Soreen, said, “This Masterbrand campaign marks our largest investment in a single marketing initiative to-date. The upbeat ad radiates positivity with its catchy tune and has been designed to entertain and uplift shoppers across the nation. The campaign’s accompanying digital and social assets further position our diverse range as the perfect pick me up for all at any time of day.
“Aligned with our mission of championing feel-good nutrition and reflecting our status as the biggest fully HFSS compliant brand in cake, our brand-new campaign underpins our commitment to providing affordable, nutritious and great tasting options to shoppers.”
The film features Soreen’s Original Malt Loaf, Lunchbox Loaves and Soreen Lift Bar variants. All have gained wide appeal due to being HFSS compliant, whilst still being deliciously satisfying and a great pick-me-up snack. Soreen Lunchbox Loaves are under 100 calories and the perfect lunchtime snack for children, while Soreen Lift Bars are aimed at Gen Z consumers and contain a naturally occurring source of vitamin B12 to reduce tiredness and fatigue.
