Parents can’t resist the curiosity of children, the wonderings that tap into imagination that adult knowledge has extinguished.

VCCP and Dairylea have used this in their new campaign to hide the product features they want parents to absorb. And used it well. The campaign is led by a wonderfully simple commercial – just two young girls hanging upside down, wondering where cheese goes when you eat it from that inverted position. “To your brain?”, is a clever copywriter’s answer, even if you can see the message to mum and dad that sits underneath. The benefits of letting kids have a little independence are also subtly promoted – and timely after months and months of lockdowns.

VCCP was appointed as global creative agency for DairyLea at the beginning in the year and this is the agency’s first campaign for the brand.   

Catharine Young, associate marketing director Meals UK & I at Mondelēz International, stated, “The last 18 months have been unprecedented, especially for kids. School, playtime, and adventures to the park have all been disrupted. Now, as the world begins to open up again and kids can get back outside, this bold campaign encourages us all to give kids a little space and see the wonderful things that can happen. Dairylea is made for adventurous moments. It’s a little triangle of cheese that kids can take anywhere, and eat any way they please. A little bit of independence wrapped up in silver foil.”

Caroline Rawlings, creative director at VCCP London, added, “There’s something brilliantly nostalgic about Dairylea. Its size – just right to be taken anywhere by little hands or pockets, its shiny, crinkly foil, it’s squishyness. It’s like the best bits of childhood. Simple, innocent, unassuming, and all the better for it. We wanted to create a campaign that championed a childhood where kids are free to experience those precious little moments that, to a parent might feel like nothing, but to a child are everything. A positioning where Dairylea could encourage giving children enough independence to use their imaginations or find their own boundaries. To make mistakes and learn from them. To answer their own questions with answers that are far better than the truth. All with a little bit of cheese in hand to keep them going.”

The campaign will run for two months in the UK and Ireland across BVOD, OOH, social, and digital.

Credits:

Client: Dairylea

Advertising Agency: VCCP
Executive Creative Directors: Chris Birch & Jonathan Parker
Creative Directors: Caroline Rawlings
Associate Creative Directors: Daniel Glover-James & Elias Torres
Group Managing Director: David Boscawen

Head of Mondelez UK: Matt Smith
Account Director: Tom Carr
Account Manager: Nathan Hassan
Senior Planner: Andrew Nicholls
Planner: Luke Alexander-Grose
TV Producer: Helen Brownlie
Creative Producer: Ben Waters

Production Company: Pulse
Director: Thirtytwo
Editor: Eve Ashwell @ Assembly Rooms
Producer: George Saunders

Post-Production Company: Time Based Arts
Post Producer Sean Ewins
Colourist: Simone Grattarola

Audio Post-Production Company: Factory
Sound Engineer: Anthony Moore

Media Buying Agency: Carat