Odeon Kids’ Club Sponsorship

Bringing little loaves to the big screen to solve a big problem


Think Soreen and you immediately think mid-afternoon snack in your grandparents’ living room. Our brief was to overturn this outdated perception and revitalise the brand through new flavours, products and occasions beyond tea-time. Realising the product speaks best for itself when tasted, we turned our media brief into a sampling brief.

The Idea

Our strategy was to get people to try Soreen in unexpected places, where less healthy alternatives were the snacking norm and on the go parents needed to satisfy suddenly starving kids to avert disaster. Cinema ticked all the boxes so we partnered with DCM to make Soreen Lunchbox Loaves the sponsor of Odeon’s Kids Club. Over six weekends we distributed over 249,000 samples.


Our campaign dramatically changed the perception of an 80 year old brand. After the campaign our audience thought of Soreen as a ‘healthier brand than others’ (+32%), ‘Versatile snack’ (+40%) and ‘suitable for all occasions’ (+28%). We also increased brand consideration by 12%.