Cheestrings has launched a new campaign focused around the milk content of the product.
Before the TV ad was unveiled a viral was launched in the style of a movie trailer to generate interest in the campaign.
The campaign continues to focus on the "Mr Strings" character who is now visable in the spots, having just featured as an off-screen presence in previous ads.
Video 1: Cheestrings 'check in' by Fallon
Video 2: Cheestrings 'trailer' by Fallon