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Squidgy, animated Soreen characters explain why they love the malt loaf, in the brand's new campaign by Red Brick Road.

Three cinema ads have been created for the activity.

The films will also run across Google Preferred and Facebook, on the Odeon website and alongside sampling promotions at cinemas at sites including Manchester Trafford Centre, Birmingham Broadway Plaza and Greenwich, during the opening weekends of selected family films during the summer.