Cheestrings 'calcium mash-up' by Fallon

The ad is supported by online and offline PR activity.

Phil Chapman, the chief marketing officer at Kerry Foods UK, said: "Mr Strings is hugely popular with mums, so we wanted to have a little fun with him by making him the star of a 70s ‘Dallas-esque’ ad. We think it works really well to both capture the attention of mums and drive home the message about calcium."