Dairylea rebrands as Dareylea for on-pack campaign

Dairylea, the biggest processed cheese brand in the UK[i], is aiming to get families out of their comfort zone this summer through a new on-pack campaign.

The ‘We Dareylea You!’ campaign will see Dairylea triangle, spreads and slices packs rebranded as ‘Dareylea’ for 3 months. Special packs will include a series of cheesy dares that aim to encourage families across Britain to get out and about and undertake a series of fun challenges.

The campaign is part of Dairylea’s long-term ‘Feed the Fun’ positioning, targeting ‘balancer’ parents who take an ‘everything in moderation’ approach and love to reconnect to their inner child by playing and engaging with their kids.

“Dairylea has a 24%[ii] market share and is growing at 5.9%[iii],” said Patrick Bochet, Marketing Director for Meals at Mondel?z International.

“The brand’s strong performance in 2018 was built on innovation and aligned to the macro trends driving the category. We’ve already seen, through the launch of three new exciting products across the Snackers, Lunchables and Dunkers ranges, that 2019 will be no different.

The campaign will be supported by a £1.3m out-of-home, online, social media, radio and in-store activity.

“We’re incredibly excited to be launching the ‘Dareylea’ campaign and we think both retailers and shoppers alike will really embrace it. We can’t wait to see how people respond to our dares,” added Bochet. 

What does this mean to the retailer?

  • Engage shoppers with a fun on-pack campaign from the UK’s largest processed cheese brand[iv]
  • Reach out to parents to cater for family shoppers

Take advantage of the fully integrated campaign to support the launch

[i] Nielsen, Total Market, 26wks to 29.12.18

[ii] Nielsen, Total Market, 26wks to 29.12.18

[iii] Nielsen, Total Market, 26wks to 29.12.18

[iv] Nielsen, Total Market, 26wks to 29.12.18