Dairylea, Britain’s biggest processed cheese brand, is taking families out of their comfort zone this summer through a new on-pack campaign. The ‘We Dareylea You!’ campaign will see Dairylea triangle, spreads and slices packs rebranded as ‘Dareylea’ for three months. Special packs include a series of cheesy dares that aim to encourage families across Britain to get out and about and undertake a series of fun challenges. Backed by £1.3m in marketing support the campaign is part of Dairylea’s long-term ‘Feed the Fun’ positioning, targeting parents who take an ‘everything in moderation’ approach.

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