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The Grocer Talking Retail

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Dairylea dares you to have fun with on-pack campaign

Dairylea is running an on-pack campaign to encourage families to “get out of their comfort zone”.

The “We Dareylea You!” campaign will see Dairylea triangle, spreads and slices packs rebranded as ‘Dareylea’ for three 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 parents who take an “everything in moderation” approach and “love to reconnect to their inner child by playing and engaging with their kids”.

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

Patrick Bochet, marketing director for meals at brand owner Mondelēz International, said: “Dairylea has a 24% market share and is growing at 6%. The brand’s strong performance in 2018 was built on innovation and aligned to the macro trends driving the category.”

Source: Talking Retail May 23 | Competitor News