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product news: Cheestrings launches £1.5m campaign

John Wood ·

Cheestrings is launching a £1.5m multi-touchpoint campaign.

The latest Choose Fun campaign centres on a moment of conspiracy between Cheestrings/Yollies and children, where the boring /ordinary turns to the extraordinary through the power of fun and imagination.

Lisa Doberenz, Cheestrings senior brand manager at Kerry Foods, commented: “Putting fun at the forefront of kids’ lives is at the heart of our well-known and loved brands, Cheestrings and Yollies.

“The principles of the campaign and the taglines: Choose fun…pull the string for Cheestrings and Choose fun…grab the stick for Yollies, link directly back to the fun kids can have with our products; products that not only kids enjoy but parents are happy to give to their children. Our Cheestrings and Yollies brands are a popular choice as they are rich in calcium but are also a fun snack for children.”

The new TV ad is running now until the second week in April.

The campaign will feature the new and improved Mr Strings and Mr Yollies characters, and will feature Kerry Foods’ newest product innovation in the range, Cheestrings Snack Mix, a new ‘3-in-1’ afterschool snack that contains cheese chunks, crunchy crackers or pretzels and a fruity mix.

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