Dairy Crest is gearing up to launch its first consumer marketing push for its new kids cheese brand, Chedds.

A six-week national TV campaign will kick off on 29 August, to tie in with the back-to-school period. It will comprise two 30-second adverts featuring brand mascot Monty Mouseketeer.

The ads are part of a £3m integrated marketing campaign, which will also involve PR, social media and in-store activity aimed at both mums and kids.

The Monty character, which would form the focus of future communications, represented everything that was great about Chedds, said group brand manager for kids, Gemma Baggaley.

"We know families will love him, and he will help us stand out from the crowd," she added.

Dairy Crest launched Chedds available in Nibbles, Bricks and Cheese & Toasties variants (rsp: £1.99) in July.