Babybel appoints Alesha Dixon to lead Red Nose Day commercial
Rotund cheese brand Babybel has announced the appointment of Alesha Dixon to host its Red Nose Day TV, radio and digital campaign put together by creative agency Brave.
Dixon will use the spot to invite viewers to ‘tell a cheesy joke’ when the four week campaign breaks on 20 February, judging a group of children’s own efforts during a 20 sec commercial.
Budding comedians will be invited to log into Babybel’s website for the chance to air their material on a follow-up national TV ad to air in the spring.
The competition will also be promoted on branded packs of Mini Babybel and each shared joke will generate a donation from the firm to Comic Relief.
Brave Managing Director Ash Bendelow said: “We’re delighted to have brought Alesha on board for 2013 as she is not only current but ideally suited to the campaign concept. The campaign marries Mini Babybel’s strategic focus on creating playful experiences to the humour of Red Nose Day. Having Alesha acting as judge makes a simple, compelling and credible narrative for the consumer from the TVC and radio right through to the digital experience”.