Mini Cheddars "Welcome to Cheddar Town" by TBWA\London

Mini Cheddars has created an entire town dedicated to cheese, though all is not as lovely as it appears in Cheddar Town.

While one ad shows a purple-faced local as she attempts to catch a spritely cheese child with a net, another shows an old woman as she chases a fellow Cheese Town resident through the street.

The work launches today to promote Mini Cheddars’ sponsorship of Friday Nights In on 4 and was created by Paddy Paddison, Joe Moloney and Cyndall McInerney. It was directed by Robert Strange through Blinkink, and media is handled by Manning Gottlieb OMD .

Last September, Mini Cheddars launched an outdoor campaign to promote its Mexican-inspired flavour range.