{"id":21659,"date":"2026-08-04T10:03:18","date_gmt":"2026-08-04T09:03:18","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21659"},"modified":"2026-08-12T10:04:08","modified_gmt":"2026-08-12T09:04:08","slug":"dairylea-dunkers-celebrates-childhood-independence","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/dairylea\/dairylea-dunkers-celebrates-childhood-independence","title":{"rendered":"Dairylea Dunkers Celebrates Childhood Independence"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-ZM7ShW wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">We have launched a new campaign for Dairylea\u2019s best-selling snack, Dairylea Dunkers, marking the latest chapter in Dairylea\u2019s brand platform: &#8216;Set Them Free with Dairylea&#8217;.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8216;A World of Their Own&#8217; 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.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z1J39XC wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1215135295?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0&amp;h=788ffde473\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-1js294 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">At the heart of the campaign is a 30-second film brought to life by our Girl&amp;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.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"567\" src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-12-at-09.48.54-1024x567.png\" alt=\"\" class=\"wp-image-21660\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-12-at-09.48.54-1024x567.png 1024w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-12-at-09.48.54-300x166.png 300w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-12-at-09.48.54-768x425.png 768w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-12-at-09.48.54-1536x850.png 1536w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-12-at-09.48.54.png 1604w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"lazyblock-text-full-width-Zcn9Py wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;Dairylea Dunkers has always been a snack that anyone can enjoy in their own way. With this campaign, we&#8217;re celebrating the confidence and independence that can come from giving kids the freedom to make simple choices for themselves. It&#8217;s a joyful reminder that everyday moments, like deciding how to dunk your Dairylea Dunkers, can help children grow in confidence.&#8221;\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Nicole Partridge, Senior Brand Manager at Mondel\u0113z<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;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.&#8221;\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Caroline Rawlings, Creative Director at VCCP<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The campaign runs across TV, BVOD, online video, YouTube, and social channels throughout the UK and Ireland until the end of September.<\/span><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":78,"template":"","class_list":["post-21659","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"13934","meta-title":"VCCP for Dairylea Dunkers ","meta-description":"Dairylea\u2019s new 'Set Them Free' campaign by VCCP celebrates childhood independence with a film highlighting kids making their own choices.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-12-at-09.48.54.png","hero_video":"","hero_image":{"ID":21661,"id":21661,"title":"DairyLea Dunkers","filename":"Website-banners-22.png","filesize":3405184,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-22.png","link":"https:\/\/www.vccp.com\/uk\/work\/dairylea\/dairylea-dunkers-celebrates-childhood-independence\/attachment\/website-banners-22","alt":"DairyLea Dunkers 'Set them free' by VCCP","author":"78","description":"","caption":"","name":"website-banners-22","status":"inherit","uploaded_to":21659,"date":"2026-08-12 09:00:23","modified":"2026-08-12 09:01:08","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-22-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-22-300x113.png","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-22-768x288.png","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-22-1024x384.png","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-22-1536x576.png","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-22.png","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-22.png","Header-width":1920,"Header-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Website-banners-22-720x720.png","Square-width":720,"Square-height":720}},"related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/21659","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/78"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=21659"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}