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Soreen, the malt loaf brand, has launched a £3 million repositioning campaign to promote itself as a versatile snack. The new 30-second TV spot, created by The Red Brick Road, features a live-action puppet, "The Loveable Loaf", who strides out of the Soreen bakery before slowly shrinking in size as different people tear off and enjoy bite-sized chunks of him. The ad ends with The Loveable Loaf back in his packet with the rest of the range at the Soreen bakery. It was written by Tom Hopkins, art directed by Marcus Smith and directed by Joseph Mann through Blinkink.