BMB Show The Squigglywigglyness Of Dairylea

Dairylea is launching a TV campaign to support the brand’s new, natural recipe in portions, spreads and Dunkers cheese dip. The work for Kraft has been created by Beattie McGuinness Bungay London LLP and follows a burst of outdoor & press work in June.

 

The ads (which will be running nationally) plant Dairylea firmly in the world of a modern, real childhood, while bringing to life what makes Dairylea a great food for kids. Underpinning the message is the new natural recipe and the all-natural ingredients that make it up.

 

There are three 20 second executions – ‘Squigglywigglyness’, ‘Shovelability’ and ‘Putbackableness’  - which build on the brand's previous print work to provide an intimate window on the naturally charming relationship kids have with Dairylea and its unique characteristics.

 

The work launches on 3rd September, and was written & art directed by Simon Bere, Jay Pond-Jones and Jade Trott, and directed by MJ Delaney.

 

“The new product recipe and this new campaign are the start of a new phase in the life of Dairylea, putting the brand in a great position to go from strength to strength in the coming years.” said Lynn Grant, Senior Brand Manager on Dairylea at Kraft.

 

“We’re proud of this work for Kraft. The campaign does a great job of placing the modern childhood right at the heart of the brand in a way that feels true and resonant” said Andrew McGuinness, founding partner of Beattie McGuinness Bungay.