Monty the mouse introduces kids' cheese brand Chedds

Chedds, the children's snack version of Cathedral City cheese, is to break its first TV ads on Monday (29 August), introducing mouse character Monty as part of a £3m campaign created by VCCP.

VCCP was appointed to the brand's creative account in February after a pitch against a number of undisclosed agencies.

The campaign will target mums of children aged six to 10 and will introduce the Monty the mouse character.

The spots will air across ITV, Channel 4, Five and Sky, as part of a media plan handled by UM.

Cartoon Network’s online site will also host a three-month digital campaign. The site will feature a treasure hunt-themed ad, as well as a branded gaming microsite.

Kamal Korpal, broadcast account director at UM London, said: "This is the first major launch in kids’ snacking since 1990, so we wanted to make a big splash with the campaign."

The TV ads were directed by Jeff Low and produced by Biscuit Filmworks.

The creative was led by Will Thacker as art director and Darren Bailes was creative director.


Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

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
BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Agencies' anger at failure of Stronger In campaign
Shares0
Share

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published