The Publication For The Grocery Trade

World Champion leads consumer initiative for Soreen & Tesco Express

Soreen has used its sponsorship deal with world champion British track cyclist Chris Hoy for a second consumer education and sampling exercise with Tesco Express. The leading malt loaf brand organised the 'Cycle 4 Good' event in Hull in April using Chris and a team of local cycling professionals to promote its convenience products Go Bar and Snack in stores and champion cycling as a sport for all. The team cycled a 45-minute circuit of Hull, starting at Tesco Express's Spring Bank store in the city and finishing at a newly opened sister store on Newland Avenue, where there was family entertainment and sampling. It follows a successful event last year in Manchester. Top cyclist Chris led a 10-strong team wearing branded Soreen jerseys, signed autographs and encouraged shoppers to take part in a fun exercise bike challenge, helping to raise money for Hull Royal Infirmary's Women and Children's hospital. The static bikes, gym staff and a fluffy Big Red Heart with a healthy living message was provided by Hull's Total Fitness. Soreen pledged to donate £2 for every kilometre cycled. The initiative raised £500 from a 250-mile 'composite ride' by shoppers across the two stores. The Cycle4Good event was supported by a 36,000 leaflet drop through Hull newspapers, a poster campaign in participating stores, cycle shops throughout the city centre and community group halls and libraries. Elizabeth Morgan, Brand Manager at Soreen, said that the event had been another big success. She said: "Our aim was to find a fun, engaging way of supporting our convenience range in Tesco Express, getting value from our relationship with Chris, adding something extra to the shopping experience for the store's customers and promoting a healthy lifestyle to the community through cycling. It worked very well." For more information please call Soreen on 0161 748 1235 or visit www.soreen.com