The Drum


Soreen, the iconic British baker, has launched the new ‘Are you a squidgy bit Soreen?’ creative campaign across UK cinemas, bringing the deliciously quirky 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, which has three executions, is directed by Morgan Powell and Neil Kidney from Seed Animation, using 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 are 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. As they meet the nutritional guidelines set for schools by the Children’s Food Trust, Soreen’s delicious Lunchbox Loaves are the perfect snack mums can feel good about and that their children will enjoy.

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.

Along with the Lunchbox Loaves ad which targets Mums with a lunchbox product, the second execution introduces Malt Loaf Bar as an impulsive purchase for busy adults and shows that Soreen is not just a tea-time snack but the perfect guilt-free treat for any time of the day. 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.”

“The new cinema campaign creates high impact for the brand, bringing Soreen to new and old audiences and communicating our nutritional credentials. We are confident that this campaign will deliver positive growth on household penetration and sales.”

CEO of Red Brick Road, David Miller said: “Each creative execution brings fresh insight and a unique appeal to the brand’s core audiences. Together they celebrate Soreen’s legion of fans and encapsulate the charming playfulness at the heart of the brand.”

“With a quirky humour running throughout, it is certain to stand-out in the category and drive real impact for the brand.”

See the full work here.


Creative agency: Red Brick Road

Client: Soreen

Executive Creative Directors: Matt Davis & Richard Megson

Head of Strategy: Ben Mitchell

Business Director: Bill Ehninger

Senior Account Manager: Zelda Hughes

Head of Integrated Production: Charles Crisp

Producer: Rhys Evans

Assistant Producer: Adam Pretty

Production Company: Seed Animation

Director: Morgan Powell & Neil Kidney

DOP: Matthew Day

Model Makers: Antonia Trister & Emma Rose Dade

Live Action Producer: Kev Harwood

Puppeteers: James Duncan and Chris Thatcher

Editors: Seed Animation

Editor:  Neil Kidney

Animation Producer: Neil Kidney

2D Animation: Bianca Beneduci Assad & Jenny Lewis

Compositor: David O’Neill

Colourist/Grading: Olli Gill

Post Production: Nice Biscuits

Sound Studio: Scramble

Sound Design: Ollie Usher