Soreen is launching its largest-ever ATL campaign, investing £2m to drive category growth.
The multi-channel campaign centres around a 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% of adults during a six-week period via high-impact placement across key channels, including ITV.
The advert, which features a twist on the famous 80’s soundtrack, ‘The Sun Always Shines on TV’, celebrates the brand’s Original Malt Loaf. The loaf comes to life as a smiling, singing character, embodying consumers’ love for Soreen’s diverse range of HFSS-compliant snacks. 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.
The investment will also see the campaign 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.”
