YOUR SQUIDGY LITTLE PICK ME UP

Soreen is an iconic brand that is loved by the Nation, but with a decrease in advertising spend and a struggle to cut through, penetration steadily decreased. Our brief was to create a memorable brand campaign that puts Soreen back at the heart of contemporary British culture.  

THE DISRUPTION

What could be more disruptive than a loveable malt loaf singing a parody of a famous catchy song?

Our campaign introduces Malty, a loveable loaf of Soreen who serenades our audience with a playful parody of the classic hit, ‘The Sun Always Shines on T.V.’ In our heart-warming TV ad Soreen is shown as the wholesome squidgy pick-me-up for life’s everyday challenges. And our loveable singing Soreen loaf brings the ‘pick me up’ power of Soreen to life.

The campaign will be featured across TV, social media, digital platforms, and in-store promotions. Look out for our 10” TV spots too, where Malty introduces more loveable Soreen family members.

Rated 4.4 on System 1.