Soreen looks to reposition brand with new TV ad
McCambridge Foods to set to see its Malt loaf brand Soreen launch a £2m TV campaign next week, created by The Walker Agency, in a bid to re-position the brand as a ‘wholesome energy provider’
The campaign, which breaks on 29 March, will re-position the Soreen range including Soreen Fruity Five, Soreen Sliced Malt Loaf and pre-buttered Snack Packs and Go Cereal Bars.
The creative for the campaign aim to play on a research-driven insight that ‘some snacks leave you feeling hungry 5 minutes later’.
The commercial was devised by creative team Steve Howling and Robin Upshon and was directed by Simon Lewis, and produced by The Gate, Manchester.
The TV campaign will begin to air in the Granada region with media planning and buying by AMS Media Group.
Martin Walker, managing director of The Walker Agency, commented; “It’s wonderful to work on a heritage brand yet not without its challenges. Soreen’s current users happily buy over a million loaves a week, quietly keeping their delicious habit to themselves. We dare not create dissonance among current consumers yet we must achieve re-appraisal among the new target audience. We believe we’ve achieved the right balance, with a charming commercial users will warm to as much as anyone”