Challenge

Soreen is a well-loved British food icon. It’s just been pushed to the back of the ‘cupboard’. We needed to remind people why they love it, we had to do it in a way that made it clear it was healthy choice (HFSS guidelines are real), and we had to go up against big cake and snack brands that had far deeper pockets and adspend.

But. They didn’t have our USP – unique squidgy proposition.

Or, in surprising twist of events our brand voice and when we say brand voice – we mean our Malty has quite the talent for singing. We reignited interest in a national food treasure by creating an advertising platform that is as famous as the product. Delivering the a Squidgy healthy pick me up for the nation.