The Marketing Store has been briefed to create a below-the-line strategy to support the brand's advertising activity, using on-pack, in store and experiential channels.
Cheestrings has focused on its above-the-line activity in recent years. It moved its £5 million ad account into Fallon in May last year from Quiet Storm after a pitch through the AAR.
Fallon's most recent work for the brand featured a mysterious man called Mr Strings, who hung around playgrounds and beaches leaving notes containing the message: "A glass of milk in every one." It also created a digital campaign to support the activity.
In September, Kerry Foods consolidated its £13 million UK media planning and buying account into Vizeum.