Healthy cake brand Soreen is investing £2 million to drive category growth. The multi-channel campaign centres around a creative TV ad called The Soreen Squidge’ll Pick You Up, airing from this week.
Designed to amplify Soreen’s core mission of promoting feel good nutrition, the advert will run for a six-week period via high-impact placement across key channels, including ITV.
In the ad, the loaf comes to life as a smiling, singing character, embodying consumers’ love for Soreen’s diverse range of guilt-free HFSS compliant snacks. It also showcases the brand’s new packaging, designed to improve visibility and increase taste appeal with enhanced brand assets and updated photography.
The £2m investment will see the campaign also land across Meta, TikTok and YouTube to further amplify consumer engagement. Promotions will also run across grocery, e-commerce, convenience and wholesale to drive visibility and sales, supported with in-store POS, to drive visibility on shelves.
Marketing director, Liz Jacobs, said: “This campaign marks our largest investment in a single marketing initiative to-date. The upbeat ad has been designed to entertain and uplift. Aligned with our mission of championing feel-good nutrition and reflecting our status as the biggest fully HFSS compliant brand in cake, it underpins our commitment to providing affordable, nutritious and great tasting options to shoppers.”
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