Dairylea wanted to make a comeback. The cheese that people used to ‘do anything for’ had been sitting quietly on the supermarket shelves for over 30 years. It was time for a new positioning that embraced the brand’s playful heritage and fuelled old fashioned family fun.

So, we took a childhood favourite and changed its name - Dairylea became Dare-ylea!

And 8 million packs were rebranded to include a series of cheesy dares. Not only did our gamified new pack leap into shopping baskets, but our playful positioning urged parents to revel in the spontaneous spirit of their children and say ‘yes’ when they would usually say ‘no’.