Soreen to launch limited edition Union Jack pack in summertime campaign

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Limited edition packs for summer 2012

Limited edition packs for summer 2012

Britain’s number one malt loaf brand is launching a limited edition Union Jack pack, designed by award-winning creative marketing agency Sunny Thinking. 

Soreen marketing manager, Katherine Collins, said: “What a great year for Great Britain. The Olympics, the Queen’s Jubilee, Wimbledon, Euro 2012, and the Tour of Britain. As an iconic British brand, with over 70 years in the making, Soreen is bursting with squidgy energy and we want to help keep everyone fuelled up and ready to celebrate throughout the summer.”

The limited edition Union Jack packs of Soreen will be available in both standard and larger sizes from May 2012 to September 2012. They will be stocked across the UK in all the major supermarkets and leading stores. 

“It’s an exciting time for us at the bakery,” said Collins. “Not only are we launching our limited edition Union Jack packs, but we have a whole range of activities planned as part of our Great British Summer of Soreen. We’re delighted to have teamed up with Sunny Thinking who is helping inspire our promotions by supporting our nationwide marketing campaign including radio, online and events.” 

Jonathan Reed from Sunny Thinking said: “I grew up eating Soreen with my older brothers and now my kids love the delicious squidgyness of it too. It’s great to work with brands you love. With such an exciting summer in store, it’s time to dig out the bunting, get your families and friends together and stock up on Soreen.”

Soreen will be using the Great British Summer of Soreen campaign to  promote its new Union Jack packs and its recently launched toastie loaf and lunchbox loaves. Social media activity will be a major driver of the campaign along with creative executions across various advertising media, plus sampling at Soreen sponsored events such as the Tour of Britain, said the brand.