Kraft Foods will relaunch Dairylea cheese brand
28 August 2008 | By Popsop Team
Kraft Foods is relaunching the entire range of its iconic cheese brand, Dairylea, supported by a multi million pound media spend, in a targeted campaign to remind Mums about the goodness and magic of Dairylea.
The relaunch aims to reassure Mums that Dairylea is good food that kids love, highlighting the fact that it is made with cheese and milk and is a good source of calcium.
The message will be reinforced by a 6.5GBP million TV campaign, which is expected to create even higher demand among consumers for what is already the number one processed cheese brand in the UK, worth ?98 million. As part of this, a 13-week TV campaign between now and next year, with the strapline ‘Dairylea …. it’s never grown up’, will underline Dairylea’s unique appeal to children in a fun and heartwarming way, focusing on helping Mums to relax and just let their kids be kids.
Each pack in the range has undergone a full transformation. The impactful new packs and logos have been designed to look fresh and appeal to customers seeking to provide good food for their families that their children will really enjoy. As part of the relaunch, Dairylea Tribites has been rebranded as Dairylea Bites and reformulated with no artificial colours, flavours or preservatives added.
“It also shows Mums that we understand the need for food that their children will enjoy eating, while still getting the benefits of calcium.
“The new pack designs have real shelf appeal, and, alongside the substantial level of media support, are likely to drive sales significantly for convenience stores. Retailers should ensure they are prepared for extremely high demand over the coming weeks and months.”
Popsop.com
Tags: bakery & confectionery, cheese, food, Kraft Foods
