Dairylea Dunkers Celebrates Childhood Independence
We have launched a new campaign for Dairylea’s best-selling snack, Dairylea Dunkers, marking the latest chapter in Dairylea’s brand platform: 'Set Them Free with Dairylea'.
'A World of Their Own' champions the freedom and independence children feel when they are trusted to make their own choices, no matter how small. The campaign shows Dairylea Dunkers as a snack that encourages kids to do things their own way, stepping into a world of their own making and having a lot more fun along the way.
At the heart of the campaign is a 30-second film brought to life by our Girl&Bear Studios and directed by the Belfield Brothers. The story follows a young girl who steps into an imagined, self-directed day of exploration after being given a pack of Dunkers to eat however she pleases, only to reveal at the end that her mum was by her side all along.
"Dairylea Dunkers has always been a snack that anyone can enjoy in their own way. With this campaign, we're celebrating the confidence and independence that can come from giving kids the freedom to make simple choices for themselves. It's a joyful reminder that everyday moments, like deciding how to dunk your Dairylea Dunkers, can help children grow in confidence."
Nicole Partridge, Senior Brand Manager at Mondelēz
"What a treat, to make a film about that magic feeling of autonomy in childhood. No brand better understands the importance of resisting the urge to helicopter parent. Of letting your child revel in the feeling of independence, confidence and freedom that being allowed to make even the smallest decisions can bring. It may start with simply eating your Dunkers however and wherever you please but it can end in feeling like the whole world is yours to explore and discover. Delicious."
Caroline Rawlings, Creative Director at VCCP
The campaign runs across TV, BVOD, online video, YouTube, and social channels throughout the UK and Ireland until the end of September.