Soreen Lunchbox Loaves ad

Soreen is bringing anthropomorphic malt loaf The Loveable Loaf back to TV, in a £1m campaign for its Lunchbox Loaves snack products.

The new 10-second ad, which makes its debut today and will be shown on all the main commercial channels, aims to overturn perceptions of Soreen as a product for eating at home, the brand said.

“We know that consumers are faced with a daily challenge of choosing snacks that are healthy, tasty and genuinely filling,” said Soreen marketing director Bethan Brown. “Lunchbox Loaves can be enjoyed by adults and children and also meet the government’s school food standards.”

Lunchbox Loaves are available in original and banana flavours. Soreen is growing its snacking range with the addition of chocolate and toffee flavour Squidgy Cake Minis, which launch in Tesco next week.