3rd September 2012
New Natural Recipe
THE BUSINESS PROBLEM
Dairylea has launched a new recipe with all natural ingredients; but facing a tough crowd of mums who remember them as a brand from the past and worry about its relevance in a fragmented market, we needed to turn naturalness into a compelling story that firmly re-establishes Dairylea as a cheese for modern childhood.
THE IDEA
A TV and print campaign that celebrates natural, spontaneous childhood as an ingredient in Dairylea's new natural recipe; showing kids in their full natural glory and demonstrating how Dairylea is the perfect fit for their busy, spirited lives. In each uncontrived scene, we see the brilliant ways in which kids interact with Dairylea, bringing back memories for mums and capturing the character of the kids as they naturally are.
THE RESULTS
Too early to say - but we'll keep you updated!
