Dairylea is aiming to get families out of their comfort zone this summer through a new on-pack campaign.
The ‘We Dareylea You!’ campaign will see Dairylea triangles, spreads and slices rebranded as ‘Dareylea’ for three months.
Special packs will include a series of cheesy dares that aim to encourage families across Britain to get out and about and undertake a series of fun challenges.
The campaign is part of Dairylea’s long-term ‘Feed the Fun’ positioning, targeting parents who take an ‘everything in moderation’ approach to their diets.
“Dairylea has a 24% market share and is growing at 5.9% (Nielsen, Total Market, 26wks to 29.12.18),” said Patrick Bochet, marketing director for meals at brand owner Mondelēz International.
“The brand’s strong performance in 2018 was built on innovation and aligned to the macro trends driving the category. We’ve already seen, through the launch of three new exciting products across the Snackers, Lunchables and Dunkers ranges, that 2019 will be no different.”
The campaign will be supported by a £1.3m spend on out-of-home, online, social media, radio and in-store activity.