The Challenge.

Soreen Malt Loaf had been a great British brand icon for decades but, as such, its image had become associated with times gone by. The challenge set to the agency consisted of refreshing the brand image, bringing Soreen bang up to date for contemporary consumers.

The Solution.

Given a brand that really had been part of the fabric of the nation for decades, and given the long-standing passion that many consumers had developed for the brand over time, we sought to focus our communications strategy on the extraordinary acts of devotion performed by some of Soreen's most passionate devotees. Outdoor and supermarket trolley panels initially in a test area in North Manchester were used to showcase these stories underpinned by the challenging line: 'Are you as keen on the great taste of Soreen?'

The Results.

Results in the test area were significant. A rise of 40% in sales evidenced the appropriateness of the creative solution and the chosen media channel.