A year ago, VCCP London and Dairylea produce a wonderfully simple commercial. Clearly, The Stable’s editor was impressed: “It was 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.”

Apparently, some UK viewers were less impressed. The ad was banned for showing a girl eating upside down.

VCCP and Dairylea took it on the chin and have created a new commercial with two children running on a skate ramp, trying to make it to the top. The same glorious demonstration of childhood curiosity shines through. Once again, Dairylea cheese triangles are embedded in a commercial that firstly gives parents the gift of delight.

A year ago, during Covid’s strictures, the campaign aimed to show that “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.” This time, the campaign recognises “how relentless modern life can be for children, and how there can often be pressure for kids to be engaged in ‘constructive’ activities, rather than good old fashioned play, the new campaign gives parents a treasured peek into the true essence of simply being a kid, moments that Dairylea, a little cheesy triangle that kids can take anywhere and eat any way they please, is made for.

“In a market dominated by surrealism and cartoon characters, the new campaign aims to be truly distinctive to parents of kids aged 3-10, by telling relatable, lovely stories in the real-world, told from a kids-eye-view.”

Ria Rianti, senior brand manager at Mondelēz International, stated, “Dairylea is made for moments of freedom, in the hands of curious, little kids. It’s the perfect snack for them to enjoy, take anywhere, and eat any way they please – even perched on top of skate ramps. A little piece of independence which evokes the true meaning of childhood, ‘Set them free with Dairylea’ showcases the pure magic of kids just being kids.”

 Caroline Rawlings, creative director at VCCP London, added, “Delighted that we’re able to show the little folk being set free with Dairylea. Precious little moments where, crinkly foil wrapped squishy cheese triangle in hand, children are given that crucial amount of independence. Allowed to make their own decisions, find their own boundaries, use their imaginations and learn from (adorable) mistakes. I don’t think it’s easy to authentically capture these very quiet little moments that we as adults so rarely get to witness, so I’m jolly pleased we had the VCCP team, clients, photographer and masterful directors that we did. Proud.”

Set Them Free with Dairylea will run in the UK and ROI for 8 weeks from today. Designed to engage with parents, as well as remind wider adult audiences of the magic of being a kid, it is led by a 30 second TVC (Ireland only), VOD, and online video, while also being supported with a national OOH campaign and multichannel social and digital comms. Media has been planned and executed by Carat.

Credits
Client: Mondelēz (Dairylea)
Brand Executive: Jamie Shiells
Brand Manager: Clotilde Lheureux
Senior Brand Manager: Ria Rianti
Marketing Director Kirsten Mcpherson

Advertising Agency: VCCP
Executive Creative Directors: Chris Birch & Jonathan Parker
Creative Director: Caroline Rawlings
Associate Creative Directors: Rob Ellis & Peter Reid
Group Managing Director: David Boscawen
Managing Partner: Matt Smith
Senior Account Director: Tom Carr
Account Manager: Nathan Hassan
Planning Director: Andy Nicholls
TV Producer: Frankie Burwell
Integrated Creative Producer: Sarah Fenn, Peter Lewendon, Damon Brown
Broadcast Affairs Manager: Julia Matthews
TV Production Partner:  Anonymous Content

Directors: Thirtytwo
Producer: George Saunders

Editing: Assembly Rooms
Editor: Eve Ashwell
Edit Assistants: Kevin Corry & André Rodrigues
Edit Producer: Phoebe Armstrong-Beaver

TV Sound Studio: Factory
Sound Engineers: Anthony Moore & Frankie Bierne
Audio Producer: Beth Massey

Post Production: Time Based Arts
Colourist: Simone Grattarola
Flame Artists: Al Hamer & Ollie Ramsey
Post Producer: Chris Aliano

Media Strategy & Buying Agency: Carat
Client Director:  Alexander Mishutin
Strategic Planning Partner: Jordi Connor
Associate Director: Malka Fremder
Media Planning Manager: Jonathon Kriening
Media Account Executive: Joe Kelly

Production Partnership Agency: Publicis Pop Studios