Cheese brand Dairylea will return to UK television advertising later today with the debut of a new campaign that “offers adults a glimpse into a child’s world of play”.
The Feeds the Fun campaign has been inspired by the imaginative way children play and provides an insight into their world, the brand said.
The advert features Dairylea Dunkers and Triangles and opens with an epic film scene with two knights on horseback travelling across a wild landscape. They abruptly come to a stop so they can indulge in a Dairylea, before continuing on their quest. Suddenly the scene changes, and the pair of knights on horseback turn into two nine-year-old boys on bicycles, highlighting there world of make-believe and children’s vivid imaginations.
Dairylea senior brand manager Philip Warfield said: “Dairylea has long been part of the nation’s childhood, so with this campaign we really wanted to celebrate the carefree spirit of childhood and imaginative play. The advert brings this to life as we go on a journey with two boys in their own imaginary world, embarking on an adventure fit for a knight – something we think all parents can relate to.”
Created by advertising agency BMB, the campaign has been designed to drive awareness of the snacking cheese category during the key “back-to-school” period in a highly relevant way. Airing for four weeks from 4 April, the advert forms part of a £1.2 million marketing investment which will also feature in-store, digital and social media support.
It is the brand’s first television advertising outing in three years.
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