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.