Soreen has launched a new ‘Are you a squidgy bit Soreen?’ creative campaign across UK cinemas, bringing the brand to life through playful animation.

The new cinema adverts, created by Red Brick Road, champion Soreen’s Original Malt Loaf, Malt Loaf bars and the Lunchbox Loaves range and their growing legion of fans.

The new campaign uses playful conversational exchanges to give voice to the brand’s cult followers. Each will be shown across cinema and digital across the country, highlighting the nutritional value of Soreen as a healthier treat for a range of different audiences, and will run alongside sampling initiatives.

As an extension of the campaign, Soreen is also taking part in a six-month summer sponsorship of ODEON’S Kids Club film screenings where the adverts will broadcast across the blockbuster season of films such as Disney’s Moana, Sing and Trolls.

The first advert will focus on Lunchbox Loaves as healthier treats that mums can finally say yes to. 

The second and third films will launch in June, highlighting the nutritional credentials of Soreen’s family favourite, the Original Malt Loaf, and the new launch of the Malt Loaf Bar aimed at adults on the go.

The third advert featuring the Original Malt Loaf celebrates the more traditional loaf that is ideal for an at home eating occasion.

The campaign will also feature online, across Google Preferred and Facebook, on Odeon’s website and run alongside sampling initiatives of Soreen’s Lunchbox Loaves product in over ten key Odeon sites such as Manchester Trafford Centre, Birmingham Broadway Plaza and Greenwich during the opening weekends of key family titles throughout the summer.

Bethan Brown, Marketing Director at Soreen, said: “We know that health conscious consumers are faced with a daily challenge of choosing snacks that are nutritious, tasty and genuinely filling. This is where Lunchbox Loaves, the Original Malt Loaf, and the Malt Loaf Bars each play a role as a healthier snack for a variety of occasions.

“Lunchbox Loaves are the snack that health conscious mums can feel good about giving to their children, whilst the new Malt Loaf bars are a convenient treat for busy adults on-the-go. The Original Malt Loaf, the firm family favourite, remains a healthier alternative to cakes and biscuits as a tea-time treat.”