Dairylea returns to TV advertising after three-year hiatus

Dairylea, the cheese snack brand, is returning to TV advertising next week for the first time in three years with a dramatic take on children's imaginations during playtime.

The 30-second spot, created by BMB, opens with an epic film scene with two knights in armour travelling on horseback down a hill in a medieval countryside.

The knights, who have beards and gruff voices, stop to enjoy a Dairylea snack, and then laugh at each other when one fails to get a snack past his helmet into his mouth.

One of the knights then declares: "Let’s do this – mum’s picking me up at six," and, as they set off yelling "charge!" the scene suddenly changes and instead two nine-year-old boys are racing down the hill together on bikes in familiar suburban surroundings. The knights were the boys’ make-believe characters.

The campaign is designed to drive awareness of the snacking cheese category during the back to school period after the Easter holidays. It breaks on TV on 4 April and will run for four weeks as part of a £1.2 million campaign that will also feature in-store, digital and social media activations.

Joe Fitzgerald and Kim Hutcheson from BMB created the TV spot, which was directed by Phil Lind through Mad Cow.

BMB won Dairylea's ad account in 2011 after a competitive pitch, which ended a long relationship between the Mondelez International brand and J Walter Thompson London.

Kraft Foods, the maker of Dairylea, renamed its global snacks business to Mondelez International in 2012.

Philip Warfield, the senior brand manager at Dairylea, 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 ad 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."

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).