JWT uses animated cows in national TV Dairylea campaign

J. Walter Thompson London is unveiling a national TV campaign for Kraft's Dairylea spreads and triangles.

The campaign, set to break on 26 April, represents the brand's first activity for two years. It will use the animated cow characters featured on the packaging in a humourous attempt to reinforce the goodness of the brand. It will also aim to illustrate the versatility of the product.

"Cows in the loft" opens on a group of animated cows chewing the cud in a field. Deciding they want to pass the Dairylea goodness on to children, they climb a ladder into the loft of a house, where they boil potatoes to make Dairylea mash. They then lower a dish through a hole in the ceiling on to a kitchen table.

A second spot, "Cow manoeuvres", will feature Dairylea being added to pasta. Both spots will run on terrestrial and satellite channels, and be supported by point of sale and in-pack activity.

The ads were written and art directed by Anthony Smith, and directed by Michael Wright at Aardman Animation. Media planning and buying was by ZenithOptimedia.