In 2019, the malt loaf brand, Soreen, was able to treble its growth rate by appealing to Millennials with an outdoor-led advertising campaign which celebrated the product’s ability to provide slow-release energy fuel for active consumers. The campaign led to a sharp rise in sales during the month long campaign and some residual benefits which contributed to an overall 9.8% sales increase for 2018/9. It is estimated that advertising returned £2.66 of revenue for every £1 invested.