Red Brick Rd gobbles up malt loaf

soreenMalt loaf brand Soreen has appointed The Red Brick Road to handle a £4m campaign promoting its 75th anniversary and to reposition it as a “versatile snack brand”.
The agency beat off Beattie McGuinness Bungay, Cheethambell JWT and Mother London to land the business, which will include TV, print, digital and social media and launch next year.
The campaign will support the new flavours of Soreen loaves, such as the Soreen Limited Edition Chocolate Malt loaf and the banana variant launched this year. Soreen handled the pitch in-house.
Soreen managing director Paul Tripp said: “Not many agencies are as commercially-sharp as they are creatively-strong. TRBR really impressed us by leaving no stone unturned in their pitch, and we’re very excited about our New Year anniversary celebrations.
The Red Brick Road managing director David Miller said: “Soreen is a fantastic British brand – it is great to be developing this ad campaign to support Soreen’s iconic powerbrand status. We’re itching to get started.”
In March this year, the co-founders of DM shop Ruby secured the management buyout of The Red Brick Road, with four directors – Richard ‘Dickie’ Megson, Matt Davis, Ben Mitchell and Miller – securing control of the business.

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