DAREylea
Gamifying cheese to feed family funWe changed the name of Dairylea to DAREylea and put loads of cheesy family dares beneath each triangle in 8 million packs. Then made 2 tv ads, ‘tree’ and ‘train’ out of worlds created entirely of paper and card. THEN created a cheesy board game out of each pack.
How DAREylea we.
We put fun family dares under every slice of cheese!
Hand crafted OOH, tactically placed in relevant locations.
Weather reactive and edible social content
We even challenged Heart FM to getting involved in the DARE-waves