Malt loaf brand Soreen its launching its largest-ever marketing campaign to promote its full range of products, backed by a meaty £2 million media spend.

Centred around a 30-second TV spot, ‘The Soreen Squidge’ll Pick You Up’ aims to showcase how the brand’s portfolio of healthy, HFSS-compliant snacks are ideal family treats for the summer holidays.

Developed by creative agency TBWA/MCR, the film introduces a all-new new brand character ‘Malty’, designed to appeal to both young and old with his infectiously upbeat nature.

Breaking this week, the film – which is set to A-ha’s 1985 hit ‘The Sun Always Shines on TV’ (which Malty lip-synchs with gusto) – looks to amplify the Soreen brand by reaching an estimated 70% of UK adults.

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“Working with such an iconic brand as Soreen has been a real pleasure. Our campaign humorously brings the ‘pick me up’ power of Soreen to life through Malty, the singing malt loaf you can’t help but squidge,” said TBWA/MCR ECD, Gary Fawcett.

“The parody of the famously catchy song will stick in your head for weeks!”

Directed by Kode Media’s Sye Allen, the campaign will run for a six-week period across high-impact placements on ITV and other key channels and will also be supported by a series of video-on-demand, social media and in-store executions.

Soreen marketing director, Liz Jacobs added: “Our goal was to create a memorable ad campaign that puts Soreen back at the heart of contemporary British culture. We’re thrilled to introduce Malty and his family, who are sure to entertain and uplift viewers across the nation.”