NEWS: JWT launches press campaign for Dairylea

J. Walter Thompson has unveiled a colourful women’s press campaign for Kraft Dairylea that aims to provide the solution to children’s unhealthy eating habits.

J. Walter Thompson has unveiled a colourful women’s press campaign for

Kraft Dairylea that aims to provide the solution to children’s unhealthy

eating habits.



The six executions, targeted at mothers, show jolly and ingenious ways

of serving Dairylea. All carry the line: ‘Feeding imaginations.’



The first ad shows a potato Stegosaurus with its spines fashioned from

Dairylea triangles. The copyline reads: ‘Mummy’s special soldier is

going to do battle with a Stegosaurus this teatime.’



Another execution depicts a planetary scene. A Saturn-like planet has

been created with a round piece of toast spread with Dairylea and

circled by a tomato ketchup ring. The purple plate is scattered by

smaller tomato ‘planets’ and stars. The text reads: ‘This space reserved

for a young astronaut.’



The ads were created by the JWT art director, Dick Poole, and the

copywriter, Paul Chown. The photography was by Peter Myers.



Jaspar Shelbourne, the executive creative director of JWT, said: ‘This

bright and colourful campaign shows how well the basic Dairylea brand

values of child-appeal, fun and food value can be brought together in a

simple and strong print idea.’



The ads are due to break in women’s magazines such as Take a Break, Chat

and She in March.