Dairylea is having a bit of fun and changing its name to ‘Dareylea’ to show off its playful side.
From today (13 May) 8 million packs of the cow-fronted processed cheese will be rebranded as ‘Dareylea’ as part of a campaign to give greater purpose to the brand’s long-term positioning, ‘Feed the Fun.’
The ‘We Dareylea You!’ campaign dares British families to get outside, get out their comfort zone and ‘get into some good old-fashioned wholesome fun.’
Each pack will contain a series of ‘cheesy’ dares to help parents reconnect to their inner child by playing and engaging with their kids.
This is the first work creative agency Elvis has done for Dairylea since it was appointed lead strategic and creative agency last year.
The fully integrated campaign includes out-of-home (OOH), online video, social, radio and in-store activity.
Creative agency: ELVIS
Neale Horrigan – Creative Managing Partner
Bill Hibbins – Senior Creative
Rob McEvoy – Senior Creative
David Yates – Strategic Managing Partner
Camilla Yates – Planning Director
Caroline Davison – Managing Partner - Clients
Paul Durrans – Business Director
Sixtine Chevant – Account Manager
Lottie White – Creative Production Director
Chris Dorn – Design Director
James Fielden – Senior Artworker
Neil Carding – Senior Designer
Jason Garfield – Tech Lead
Bene Tanser – Senior Motion Designer
Tamsin Windsor - Head of Copy
Media agency: Carat
Photography agency: Horton Stephens
Photographers: Ilka and Franz
Production company: Craft
Director: Zac Ella
Paper world set build: Jaina Minton