Channel 4 is teaming up with top comedians Suzi Ruffell and Rhys James to create a new social first brand series for kid’s soft cheese brand Dairylea.
The spots are aimed at encouraging parents to create more unstructured moments of discovery for their children.
Going live from May 3 across Channel 4’s whole portfolio, including YouTube, Facebook, Instagram, TikTok, streaming and linear TV the ‘Tiny Day Trippers’ series sees children head out on an adventure with Ruffell and James — the only rule is that if the kids point with their triangle the comedian must follow.
Commissioned by Channel 4 commissioning executive Stephen Parnell and created by the Channel 4 Sales team, this social series was produced by Kalel Productions, whose previous credits include ‘Kids Rebuild the future – Lego’, and ‘Stand Up Road Trip – Tourism Ireland’.
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“Creating change through entertainment is what Channel 4 does best and this campaign truly embodies this,” Channel 4 content leading, social branded entertainment Jenny Porter said:
“The fun and light-hearted tone of this project makes Tiny Day Trippers a joy to watch whilst at its heart it offers a real purpose.”
Mondelez marketing director Kirsten McPherson added: “We’re all about making moments of pure childhood at Dairylea. The kind that doesn’t need structure and a big plan.”
“To see that come to life in another way with Channel 4 and two of the nation’s best comedians is fantastic. We hope it inspires the families in Britain to do the same.”
