Peach
Hobby home page
Soundlounge
AdGreen
Electriclime gif
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Meet the Loveable Loaf in The Red Brick Road's Soreen Campaign

Creative 0 Add to collection

BlinkInk's Joseph Mann brings a cute little loaf to life

Meet the Loveable Loaf in The Red Brick Road's Soreen Campaign

Soreen, the 75 year old malt loaf brand, has launched a national repositioning campaign – spending over 3 million for the first time in over a decade - to reinforce its position as a versatile snack with substance. 

The new ad, created by The Red Brick Road, features a live-action puppet, The Loveable Loaf, and addresses the brand’s barriers to purchase; relevance, range awareness and usage occasion, emphasizing to consumers that Soreen is a healthy, versatile snack of substance.

The 30 second TV ad, directed by Joseph Mann through Blinkink, sees The Loveable Loaf stride out of the Soreen bakery, nearly knocking a postman off his bike, before slowly shrinking in size sharing his deliciousness with ifferent people who tear off and enjoy bite-sized chunks to see them through the day. The ad ends with the Loveable Loaf back in his packet, with the rest of the range, back at the Soreen bakery. 

The Loveable Loaf’s versatility is highlighted as he is eaten by people from all walks of life from children, to racing cyclists, to office workers and combined with various toppings including cheese and more traditionally, butter.

Soreen sales have risen 57.8 per cent over the past three years as the brand has added ‘food to go’ and breakfast products to its core lines; and the new TV advertising campaign supported with a media budget of £3 million is set to raise the bar further. 

Paul Tripp, UK Managing Director of Soreen, said: “The campaign idea will show consumers that Soreen really is a versatile snack with substance. 

We know that consumers are faced with a daily challenge of choosing snacks that are healthy, tasty and genuinely filling. Our new TV campaign features 'The Loveable Loaf' character that kids and adults can enjoy.

We have already seen the brand grow in popularity with the introduction of new variants and we are looking forward to seeing this continue with the launch of our first national TV campaign in over a decade.”

David Miller, Managing Director at The Red Brick Road, said: “Soreen is a brand that everyone recognizes and has fond memories of. We feel that this new campaign has a brilliantly broad appeal and we are delighted to be part of the first campaign in 10 years”

The advertising campaign will be supported by a mix of PR and social and digital activity. The new ad will air for the first time in the evening of the 6th October and will run during prime-time spots, including during ‘Come Dine With Me’ on Channel 4 and ‘Emmerdale’ on ITV.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Client

Advertiser: Soreen

Media Agency

Media Agency: Goodstuff

Creative Agency

Creative Agency: The Red Brick Road

Art Director: Marcus Smith

Copywriter: Tom Hopkins

Planner: Ben Mitchell

Producer: James Tracy, Natalie Kozlowska

Post Production / VFX

Post Production Company: Big Buoy

Production Company

Director: Joseph Mann

Producer: Patrick Craig

Production Company: Blinkink

Music

Sound Design: Miles Kempton @ Grand Central

Offline

Editor: Simone Ghilardotti

Genres: Animation, Comedy, Visual VFX

Categories: Food, Bakery

lbbonline.com, Fri, 10 Oct 2014 13:44:18 GMT