Mondelez-owned cheese brand Dairylea is championing the freedom and independence children feel when they are trusted to make their own choices, however small, in a new campaign for its Dairylea Dunkers snack.
“A World of Their Own” has been devised by VCCP and is the latest chapter in the brand’s “Set Them Free with Dairylea” platform.
The campaign casts Dairylea Dunkers as a snack that encourages kids to do things their own way, stepping into a world of their own making and having a lot more fun along the way.
At the heart of the activity is a 30″ film, brought to life by VCCP’s Girl&Bear Studios and directed by Belfield Brothers.
The film follows a young girl who, after being given a pack of Dairylea Dunkers to eat however she pleases, enters an imagined version of the world, that dramatises the feeling of freedom and empowerment that comes from making her own decisions.
She explores, investigates, experiments and dunks throughout her day, each decision making her feel like the world is her own to explore. Finally, she sticks the two halves of her final Dunkers stick together with the last scoop of cheese and it is revealed that she has been with her mum all along.
The campaign will run across TV, BVOD, online video, YouTube and social channels throughout the UK and Ireland until the end of September.
Mondelez senior brand manager Nicole Partridge said: “Dairylea Dunkers has always been a snack that anyone can enjoy in their own way. With this campaign, we’re celebrating the confidence and independence that can come from giving kids the freedom to make simple choices for themselves. It’s a joyful reminder that everyday moments, like deciding how to dunk your Dairylea Dunkers, can help children grow in confidence.”
VCCP creative director Caroline Rawlings added: “What a treat, to make a film about that magic feeling of autonomy in childhood. No brand better understands the importance of resisting the urge to helicopter parent; of letting your child revel in the feeling of independence, confidence and freedom that being allowed to make even the smallest decisions can bring.
“It may start with simply eating your Dunkers however and wherever you please but it can end in feeling like the whole world is yours to explore and discover. Delicious.”
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