Dairylea has announced the launch of an exciting new brand campaign, which sees it renamed as “Dareylea”.
The initiative was developed in partnership with creative agency ELVIS. The push is the first activity to launch since Dairylea’s appointment of the agency as lead strategic and creative agency last year.
The campaign shout of ‘We Dareylea You!’ encourages families all over Britain to get outside, get out of their comfort zone and get into some good old-fashioned wholesome fun, with cheesy dares printed in packs!
As part of the push, more than eight million packs of Dairylea will be rebranded as “Dareylea”. The special packs will contain a series of cheesy dares.
The fully integrated campaign includes Out-Of-Home (OOH), online video, social, radio, and in-store activity, all set in a life-sized outdoorsy world made entirely out of paper.
The campaign aims to give greater purpose to the brand’s long-term positioning, ‘Feed the Fun’. It targets ‘balancer’ parents, who take an ‘everything in moderation’ approach and love to reconnect to their inner child by playing and engaging with their kids.
Media strategy and buying for the campaign is by Carat.
The Processed Cheese sector is currently enjoying a period of sustained growth and success. Dairylea, which owns the biggest brands in the category, is the key driver of this. Dairylea has a 24% share which is growing at 5.9% This strong performance in 2018 was built on innovative NPD aligned to the macro trends driving the category. 2019 will be no different, with a number of major innovations coming to market. Nielsen, Total Market, 26wks to 29.12.18
Patrick Bochet, Marketing Director, Meals, Mondelēz, said: “This bold campaign encourages people to reconnect to their inner child in a fun and original way which feels perfectly in keeping with the Dairylea brand. We can’t wait to see how people respond to our dares.”
Neale Horrigan, Creative Managing Partner, ELVIS, commented: “We wanted to reignite Dairylea with a campaign that will stand out in the category while staying true to the heritage of the brand. We loved the thinking behind ‘Kids will do anything for Dairylea’ and wanted to take that one step further, modernising it by placing dares at the core of the idea and renaming Dairylea to “Dareylea”. ‘We Dareylea You’ is a big, bold, purposeful platform, that’s come to life thanks to our clients’ openness to embrace brave new creative thinking.”