We Dareylea You - Cheese, Freeze

Dairylea has announced the launch of an exciting new brand campaign, which sees it renamed as “Dareylea”. The initiative was developed in partnership with creative agency ELVIS. The push is the first activity to launch since Dairylea’s appointment of ELVIS as lead strategic and creative agency last year.
The campaign shout of ‘We Dareylea You!’ encourages families all over Britain to get outside, get out of their comfort zone and get into some good old-fashioned wholesome fun, with cheesy dares printed in packs!
As part of the push, more than 8 million packs of Dairylea will be rebranded as “Dareylea”. The special packs will contain a series of cheesy dares.
The fully integrated campaign includes Out-Of-Home, online video, social, radio, and in-store activity, all set in a life-sized outdoorsy world made entirely out of paper.
The campaign aims to give greater purpose to the brand’s long-term positioning, ‘Feed the Fun’. It targets ‘balancer’ parents, who take an ‘everything in moderation’ approach and love to reconnect to their inner child by playing and engaging with their kids.
Media strategy and buying for the campaign is by Carat.