It’s the perfect snack for them to enjoy, take anywhere, and eat any way they please - even perched on top of skate ramps. The beauty of Dairylea is that the little, cheesy triangle is perfect for pure moments of childhood, when kids are given the time and space to play, explore, and work things out for themselves.ĭiscussing the new campaign, Ria Rianti, senior brand manager at Mondelēz International said: “Dairylea is made for moments of freedom, in the hands of curious, little kids. In a market dominated by surrealism and cartoon characters, the new campaign aims to be truly distinctive to parents of kids aged 3-10, by telling relatable, lovely stories in the real-world, told from a kids-eye-view. Recognising how relentless modern life can be for children, and how there can often be pressure for kids to be engaged in ‘constructive’ activities, rather than good old fashioned play, the new campaign gives parents a treasured peek into the true essence of simply being a kid, moments that Dairylea, a little cheesy triangle that kids can take anywhere and eat any way they please, is made for. The film finishes with the hero campaign strapline ‘Set them free with Dairylea.’ The young girl ponders ‘Why do they make them triangles?’ and her friend responds with ‘So they don’t roll away’ as they gaze down the ramp before the little girl slides down. The new creative launches with a hero 30 second film which was inspired by the wonderful things that happen when kids are left to their own devices.ĭirected by THIRTYTWO, the film captures a young boy and girl running up and down a skate ramp at the local park, trying to get to the top so they can enjoy a couple of triangles of Dairylea together. Dairylea, the snackable cheese brand adored by kids and families for generations is back today with the latest chapter in its ‘Set them free with Dairylea’ brand campaign, which champions pure, playful moments of childhood.ĭairylea worked with agency of record, VCCP London, to mastermind the new integrated campaign offering parents a glimpse into the wonderfully curious world of kids.
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