Dairylea Launches Super Cool Super Cheesy Summer Activation


Mondelēz International-owned cheese snack brand Dairylea, is offering families the chance to win ‘super cool’ or ‘cheesy’ prizes this summer.

Launched in July and running until the end of September, the on-pack activation will offer over 1,000 instant win prizes that are either ‘cool’ or ‘cheesy,’ including tablets, bikes, and karaoke kits. To find out if they’re a winner, consumers need to purchase a promotional pack then head to supercoolorsupercheesy.com to enter their barcode.

The promotion will feature on packs of Dairylea Dunkers, Snackers and Lunchables, and aims to drive category growth. It will be supported by significant investment across digital and social.

Rebecca Prout, Senior brand manager for Dairylea commented: “Being the leading snacking cheese brand, with a 65% share of snacking kits and 33% of kids’ snacks, we’re championing these segments with a unique promotion that will help retailers drive cheese sales throughout the summer and during the back-to-school period. The concept is based around the cool and cheesy things in life and we hope this promotion will create fun discussions in everyday family life!”

Mondelēz International is a global snacking company with 2017 net revenues of approximately $26 billion. Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate and Trident gum.