Cat Among The Pigeons creates a lunchbox winner for Soreen


Promotional marketing agency Cat Among The Pigeons has announced the launch of a major on-pack promotional campaign for Soreen, the UK’s original malt loaf.

‘Find a golden lunchbox loaf’ launches nationally from the start of May and offers the chance to instantly win a Forest Holiday if you find 1 of 10 golden-wrapped loaves hidden inside special Soreen Lunchbox Loaf multipacks.

Soreen has long been associated with active adventures and the Forest Holidays prizes offer an action-packed escape to a choice of 12 fabulous forest locations. As well as a stay in a log cabin with hot tub, the prizes include bike hire and a Forest Ranger experience to help families make the most of the great British outdoors.

Cat Among The Pigeons created the campaign and negotiated the brand partnership with Forest Holidays. Every special Soreen Lunchbox Loaf pack also features a ‘£60 off’ Forest Holidays booking reward and there is another chance to win a Forest Holiday at

The on-pack promotion runs until the end of August in all major supermarkets and convenience stores across Malt, Banana, Apple and Strawberry Soreen Lunchbox Loaf multipacks. The promotion will be comprehensively supported by shopper marketing, display and point of sale media.

Liz Jacobs, Marketing Director at Soreen said: “Forest Holidays really is a fabulous partnership fit for us with both brands championing active adventures for all the family in the great outdoors.”

Paul McGann, founder of Cat Among The Pigeons added “we know shoppers are searching for better value and this new on-pack promotion for Soreen Lunchbox Loaves really delivers. We’re confident families across the UK will enjoy the hunt for a golden loaf this summer and can benefit from a guaranteed £60 off Forest Holidays with every promotional pack.”