Soreen to reposition with TV Campaign

Malt loaf producer Soreen is launching a campaign to reposition the brand as a “wholesome energy provider”.

Soreen Fruity Five, Sliced Malt Loaf, Go Cereal Bars
Soreen Fruity Five, Sliced Malt Loaf, Go Cereal Bars

Owner McCambridge Foods is investing £2m in the repositioning, which includes a television campaign, breaking on 29th March.

The advertisements, by the Walker agency, are intended to appeal beyond the brand’s current market demographic of over-45s and “empty-nesters”.

The ads will target active mums looking for “satisfying, energy giving foods they know their children will eat”.

The ads will feature a group of children performing and energetic dance routine with the strap-line “Chew it, then do it”.

The Soreen range includes Soreen Fruity Five, Sliced Malt Loaf, Go Cereal Bars and pre-buttered Snack Packs.

Soreen managing director Paul Tripp says: “We want to engage with the next generation and sell the key messages that it provides energy and fruit-filled goodness.”

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