Snackable cheese brand Dairylea has launched a new marketing campaign for its best-selling products, Dairylea Dunkers.

The campaign aims to showcase Dairylea Dunkers as a snack that encourages kids to do things their own way.

This move builds on the brand’s ‘Set Them Free with Dairylea’ platform and aims to create more awareness about the company’s products.

At the centre of the campaign is a hero film which was designed by VCCP’s Girl&Bear Studios and directed by the Belfield Brothers.

The video follows a young girl who is given a pack of Dairylea Dunkers to eat and enters an imagined version of the world where she explores and dunks throughout the day.

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At the end of the film, she sticks the two halves of her final Dunkers stick together with the last scoop of cheese, and it is revealed that she has been with her mother all along.

This marketing campaign launched on 3 August and is set to run across TV, BVOD, online video, YouTube and social channels throughout the UK and Ireland until the end of September.

Nicole Partridge, senior brand manager at Mondelez, said: “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.”