Covert Brings Soreen's Loaf to Life in Cute New Ad

Covert brought the rich, malty goodness of Soreen to life with a proper pick-me-up spot for the iconic British brand. Set against a quintessentially British backdrop complete with the usual rainy weather, the advert beautifully illustrates why Soreen has been the nation's favourite "squidgy little pick-me-up" since 1938.

In collaboration with the talented team at Kode, Covert handled VFX, grade, and finish to craft Malty, a very cute anthropomorphized Soreen loaf. This creative touch infuses the spot with the warmth and nostalgia that has become synonymous with Soreen, celebrating its status as a beloved staple of British snacking culture.