Kraft is tapping into mums’ nostalgia for Dairylea with a £6.5m campaign under the strapline ‘Dairylea… it’s never grown up’, to run for 13 weeks from next week.
Packaging will be revamped and ads will aim to remind mums about the “goodness and magic of Dairylea”, said convenience sales director Jack Pipe.
“Consumers young and old have fond memories of Dairylea, which has been enjoyed across the generations for more than 50 years and the campaign celebrates its place in British life,” he said.
The new packaging has been designed to look fresh and appealing to mums and kids, while logos on the front of each pack highlight that the brand is made from real cheese and milk and contains calcium.
“The new packs demonstrate to mums that we understand the need for food that their children will enjoy eating, while still getting the benefits of calcium,” said Pipe.
The launch of Dairylea Tri-bites as Dairylea Bites with more Cheddar and no artificial colours, flavours or preservatives, as reported in The Grocer last week, would coincide with the roll-out of the new packs this month, said the company.
Earlier this week, fellow cheese spread brand Primula announced a move into the cheese triangle market with the launch of a flavoured range to rival Dairylea.
“Our research suggested that purchasers were becoming tired of the choice of only plain cheese in triangles,” said marketing director Craig Brooks. “They were interested in something different to add to their repertoire.”
Packaging will be revamped and ads will aim to remind mums about the “goodness and magic of Dairylea”, said convenience sales director Jack Pipe.
“Consumers young and old have fond memories of Dairylea, which has been enjoyed across the generations for more than 50 years and the campaign celebrates its place in British life,” he said.
The new packaging has been designed to look fresh and appealing to mums and kids, while logos on the front of each pack highlight that the brand is made from real cheese and milk and contains calcium.
“The new packs demonstrate to mums that we understand the need for food that their children will enjoy eating, while still getting the benefits of calcium,” said Pipe.
The launch of Dairylea Tri-bites as Dairylea Bites with more Cheddar and no artificial colours, flavours or preservatives, as reported in The Grocer last week, would coincide with the roll-out of the new packs this month, said the company.
Earlier this week, fellow cheese spread brand Primula announced a move into the cheese triangle market with the launch of a flavoured range to rival Dairylea.
“Our research suggested that purchasers were becoming tired of the choice of only plain cheese in triangles,” said marketing director Craig Brooks. “They were interested in something different to add to their repertoire.”
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