Soreen has launched its largest-ever marketing campaign, investing £2m to drive category growth and “reinforce its position as a leader in feel-good nutrition”.
The multi-channel campaign centres around a new TV advert, ‘The Soreen Squidge’ll Pick You Up’.
This features a twist on the 80s A-ha song, ‘The Sun Always Shines on TV,’ and celebrates the brand’s Original Malt Loaf, which comes to life as a smiling, singing character. 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 ad will reach 70% of adults during a six-week period across a number of channels, including ITV. It will also appear on video on demand, Meta, TikTok and YouTube. In-store promotions will run across grocery, e-commerce, convenience and wholesale to drive visibility and sales. These will be supported with in-store POS, as well as online support targeting multiple touchpoints.
Liz Jacobs, Marketing Director at Soreen, said: “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.”
