Dairylea had been in decline for years. The brief was to get families off their screens and back into doing things together. We renamed 8 million packs of cheese and hid dares under every triangle.

Then we built a world out of paper and card to bring it to life — train carriages, parks, butterflies, picnic blankets, all handmade and shot in camera. No CGI. The craft was the point. It made a processed cheese campaign look like nothing else on a shelf or a feed.

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