Popular children's snack Dairylea Dunkers is to hit TV screens in brand new packaging from today (September 22). A total of four executions are to be aired, forming part of a £1.2m spend. Featuring a 10-year-old boy, Jack, having fun with his favourite snack, the ads aim to get the message across that there is, in fact, nothing wrong with playing with your food and that Dairylea dunking is more than just an in-between-meals filler for kids. New packaging, meanwhile, is still based on the brand's trademark bright blue and yellow markings but also highlights the different flavours available (Original Breadstick, Smoky Bacon, Salt and Vinegar, Jumbo Munch and Pizza). Doug McGowan, trading controller at Kraft Foods, said the redesigned range would give the £18m-a-year brand greater presence on shelf. "With both the launch of new packaging and new advertising specifically for Dairylea Dunkers, we predict great sales for the brand this autumn," he added. "Dunkers are seen as a great snack by both mums and kids alike. The new packaging also ensure that mum can read the pack information clearly and understand what she is giving her child." {{P&P }}

Topics