Iconic British malt loaf brand Soreen has launched a new media campaign for its new on-the-go snack Soreen Lift Bar, which launched in May.
The ‘Flavour that lifts you’ campaign, which predominantly targets those aged between 18 and 24, positions Soreen Lift Bars as a healthy and tasty choice, made for those moments when consumers are most in need of a boost. The creative concept was delivered by Cheetham Bell.
Account director at Cheetham Bell Luke Dixon said: “We wanted to play on the uplifting properties of Vitamin B12 that these delicious bars hold. The naturally occurring B12 they contain boosts energy levels, reducing tiredness and fatigue, so we wanted to showcase this within our fun and striking visuals. This, alongside that burst of flavour you gain when you take a bite, lifting your body to new heights is really transparent within the ad.
“We worked with the team at Jist Studios to transform the idea from a concept to a compelling digital view.”
The Manucuion trio – Soreen, Cheetham Bell and Jist – shot the advert in the heart of Manchester, creating giant CGI renders of floating fruit balloons displaying that pop of energy within all three flavours, including juicy Blueberry, tantalizing Raspberry & Vanilla and indulgent Chocolate Orange.
“The campaign truly encapsulates the nutritional benefits of Soreen Lift Bars – a tasty natural source of naturally occurring Vitamin B12 which helps to reduce tiredness and fatigue – as well as being a delicious and uplifting malty fuel for those moments when you need a satisfying pick me up. There really is no other product like this out there at the moment within the cake category, so this could be the recipe to lift it and recruit a younger shopper.” said Liz Jacobs, marketing director at Soreen.
The campaign will run across high impact OOH sites with six sheets targeting commuters in cities and university campuses, as well as digital media including Youtube, social media and online display.
Cheetham Bell has previously put its creative talents to good use for a growing client base which includes United Utilities and The Coca Cola Company.
