How Soreen used its loaf to become a millennial favourite

Soreen, a brand of malt loaf, produced a series of OOH, TV and social ads in the UK that elongated the 'ee' in its name to position it as a snack for millennials that keeps them going.

Campaign details

Brand: Soreen Advertiser: Samworth Brothers Entrant: Cheetham Bell Principal author(s): Katrina Michel, Overwood Consulting, Luke Dixon, Cheetham Bell, Liz Jacobs, Soreen

Introduction

2019 was Soreen's best sales year ever. The brand had been growing steadily but with the help of a striking advertising campaign and a much tighter focus on Millennials, it was able to treble its growth rate in what was habitually its  biggest s