The UK is in the middle of the long school summer holiday, and VCCP’s new ad for Dairylea Dunkers cleverly positions the brand as a natural fit for those long, hot afternoons when there’s not much to do.
Like the 2022 ad that shows kids just being kids, this one is a nostalgic depiction of a world where kids are left to their own devices, free to explore possibilities and make-believe. Unlike the 2022 ad, the “Set them free with Dairylea” line only goes so far: the big reveal is that the girl was with her mum all along.
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.”
Caroline Rawlings, creative director at VCCP, said: “What a treat, to make a film about that magic feeling of autonomy in childhood. No brand better understands the importance of resisting the urge to helicopter parent… It may start with simply eating your Dunkers but it can end in feeling like the whole world is yours to explore and discover.”
MAA creative scale: 7
