Snackable cheese brand, Dairylea, has launched the latest instalment of its ‘Set them free with Dairylea’ brand campaign, which champions pure, playful moments of childhood. 

Developed in partnership with agency of record, VCCP London, the campaign offers parents a glimpse into the wonderfully curious world of kids. The creative launches with a hero 30-second film which was inspired by the wonderful things that happen when kids are left to their own devices. 

Directed by THIRTYTWO, the film captures a young boy and girl running up and down a skate ramp at the local park, trying to get to the top so they can enjoy a couple of triangles of Dairylea together. The young girl ponders ‘Why do they make them triangles?’ and her friend responds with ‘So they don’t roll away’ as they gaze down the ramp before the girl slides down. The film finishes with the hero campaign strapline ‘Set them free with Dairylea.’ 

The campaign is running in the UK and Republic of Ireland (ROI) for the next eight weeks on TV (Ireland only), VOD, and online video. It is being supported with a national OOH campaign and multichannel social and digital comms. Media has been planned and executed by Carat.   

“Dairylea is made for moments of freedom, in the hands of curious, little kids,” said Ria Rianti, Senior Brand Manager at Mondel?z International. “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.”