'Dairylea' rebrands as 'Dareylea' to show off a more playful side

Dairylea is having a bit of fun and changing its name to ‘Dareylea’ to show off its playful side.

From today (13 May) 8 million packs of the cow-fronted processed cheese will be rebranded as ‘Dareylea’ as part of a campaign to give greater purpose to the brand’s long-term positioning, ‘Feed the Fun.’

The ‘We Dareylea You!’ campaign dares British families to get outside, get out their comfort zone and ‘get into some good old-fashioned wholesome fun.’

Each pack will contain a series of ‘cheesy’ dares to help parents reconnect to their inner child by playing and engaging with their kids.

This is the first work creative agency Elvis has done for Dairylea since it was appointed lead strategic and creative agency last year.

The fully integrated campaign includes out-of-home (OOH), online video, social, radio and in-store activity.

Discussing the rebrand, Patrick Bochet marketing director, meals at Mondelēz said: “This bold campaign encourages people to reconnect to their inner child in a fun and original way which feels perfectly in keeping with the Dairylea brand. We can’t wait to see how people respond to our dares.”

Adding to this, Neale Horrigan creative managing partner ELVIS said: “We wanted to reignite Dairylea with a campaign that will stand out in the category while staying true to the heritage of the brand.

“We loved the thinking behind ‘Kids will do anything for Dairylea’ and wanted to take that one step further, modernising it by placing dares at the core of the idea and renaming Dairylea to ‘Dareylea‘. ‘We Dareylea You‘ is a big, bold, purposeful platform that’s come to life thanks to our clients’ openness to embrace brave new creative thinking.”