Dairylea is partnering with Trainline to launch a new integrated campaign to highlight the importance of unstructured children’s play.
The partnership between Dairylea and Trainline offers families £10 discounts on Trainline tickets across the country, providing children with more opportunities to explore.
Created with VCCP London, Publicis Media and Channel 4 the ‘Dairylea Discovery’ platform aims to help provide children with more opportunities for essential development and happiness.
It comes after research found that three quarters of UK children express their greatest happiness when they are able to play in their own way.
Bringing the creative concept to life, Dairylea, Mondelez and VCCP have created a series of social-first films set across set across locations including the woods and the beach.
Each of the children followed in the films made by VCCP’s content creation studio Girl&Bear with director Emma Hvengaard is wearing a GoPro and captured while having the freedom to roam freely outside, highlighting the importance of ‘discovery days’.
The campaign, which builds on Dairylea “Set them free with Dairylea” platform, will be backed with a two-part content series where Dairylea Days are brought to life by some of the nation’s top comedians.
PR activity is carried out by Tin Man Communications, who have brought Joe Swash and his sun Rex on board, showcasing them discovering things together.
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It will also be supported by dynamic OOH and audio creative which helps everyone interact with the most relevant Discovery Day messaging.
Radio messaging reflects the weather, for instance it focuses on playing in puddles on rainy days, and when the sun is shining it urges people to hit the beach and go rockpooling
“It is a special career treat when you get to work on a project that’s close to your heart. I can’t wait to see what impact Dairylea Discovery Days has this spring. Even if it results in just a few more kids getting to benefit from a really good, muddy socked grazed kneed, pocket full of stones, knotty haired day of freedom and discovery (with a cheese triangle to fuel them of course), I’ll be one happy hearted lady” said VCCP creative director Caroline Rawlings.
She continued: “Well done and thank you to a brilliant team from Dairylea, VCCP, Girl&Bear, C4, Publicis Media and Tinman.Proud.”
Mondelez marketing director Kirsten McPherson added: “Dairylea is synonymous with the unstructured moments we can all remember from our own childhoods. It’s a handy triangle of cheese that kids can take anywhere and eat in any way they please”.
“This bold campaign urges everyone to embrace the surprising and extraordinary experiences that happen when families when families get out there and discover.”
Publicis Media business director Paige Tilley added that the omnichannel strategy, which draws on retail data from The Trade Desk for “better targeting, supercharged with dynamic creative”, will help spread the word about Dairylea and Trainline’s offerings.
