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By Taruka Srivastava | Freelance journalist

August 24, 2022 | 2 min read

Mondelez-owned snack brand Dairylea has launched a campaign that celebrates pure, fun moments in childhood.

Created by VCCP London, ’Set them free with Dairylea’ offers adults a glimpse into the wonderfully curious world of kids and all the things they get up to while not under the watchful eye of their parents.

Discussing the new ad, Ria Rianti, senior brand manager at Mondelez International said: “Dairylea is made for moments of freedom, in the hands of curious little kids. 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 that evokes the true meaning of childhood, ‘Set them free with Dairylea’ showcases the pure magic of kids just being kids.”

The campaign will run in the UK and ROI for eight weeks, and will be further amplfied through TV (Ireland only), video-on-demand, digital, out-of-home and social activations.

Caroline Rawlings, creative director at VCCP London, added: “I’m delighted that we’re able to show the little folk being set free with Dairylea – the precious little moments where, crinkly foil wrapped squishy cheese triangle in hand, children are given that crucial amount of independence and allowed to make their own decisions, find their own boundaries, use their imaginations and learn from (adorable) mistakes. I don’t think it’s easy to authentically capture these very quiet little moments that we as adults so rarely get to witness, so I’m jolly pleased we had the VCCP team, clients, photographer and masterful directors that we did.”

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