Dairylea had been in decline for years. The brief was to bring family fun back to the table and off their screens.

The answer was in the name. Literally!

We hid dares under every triangle of cheese and created 8 million dare packs. Then we let them loose everywhere families actually were. OOH placed where the dare could actually happen — next to postboxes daring you to hug one, in parks daring you to hold a creepy crawly, near trees daring you to climb up and shout cheese. Social content targeted to school holidays and reactive to weather and national moments. Heart FM put the dares on the airwaves during peak school runs.

We took the card from the packaging and built an entire dare world out of it — train carriages, parks, butterflies, picnic blankets, all handmade and shot in camera. Nothing else on a shelf or a feed looked like it.

This campaign had legs. Year two the pack was going to become a board game with digital integration making every dare personal. Year three — 'Dare' Grylls inviting families to survive a week on an island.

/ Brand grew 3.1% after years of decline
/ 19 million video views
/ 94% target audience reach