The Drum Awards for Marketing - Extended Deadline

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By Natalie Mortimer, N/A

March 20, 2014 | 2 min read

Kerry Foods-owned Cheesestrings has launched a TV campaign to reinforce its position as a calcium-rich snack.

The campaign, created by Fallon, supports Cheesestrings’ "Brave Bones Club" initiative, which launched online last November to encourage children to take part in adventurous play.

The TV ad features the animated character, Mr Strings, who is seen encouraging a group of children to march with him through different terrain, while emphasising to parents that the dairy snack is “real cheese made fun”.

The film will appear across TV, cinema and video-on-demand.

Alison Lees, Cheestrings marketing manager, said: “We know that mums are faced with a daily challenge of choosing snacks for their kids that are both healthy and fun for them to enjoy. Our new TV campaign continues to feature the iconic Cheestrings animated character that kids love and reinforces the message that Cheestrings is naturally rich in calcium, helping kids to develop strong bones at a young age.

“The campaign enables the brand to embody the spirit of the Brave Bones Club and encourage families to partake in adventurous play.”

The brand is also launching an on pack promotion in April which will offer consumers the opportunity to collect a range of specially designed ‘Bonkersly Brave’ game cards.

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