Dairylea sets kids free

Created by VCCP London, this new campaign playfully captures two young girls hanging upside down from a small goal post and pondering over what happens to their Dairylea triangle when eaten the wrong way around. 

The simple but sweet story, which is directed by Thirty Two through Pulse Films, aims to be a reflection of how children approach the world from their own point of view.

“There’s something brilliantly nostalgic about Dairylea. Its size; just right to be taken anywhere by little hands or pockets. Its shiny, crinkly foil. Its squishyness," said Caroline Rawlings, Creative Director at VCCP London. "It’s like the best bits of childhood; simple, innocent, unassuming, and all the better for it. We wanted to create a campaign that championed a childhood where kids are free to experience those precious little moments that, to a parent might feel like nothing, but to a child are everything. A positioning where Dairylea could encourage giving children enough independence to use their imaginations or find their own boundaries. To make mistakes and learn from them. To answer their own questions with answers that are far better than the truth. All with a little bit of cheese in hand to keep them going.”