Golden Vale is to refresh its children's Cheestrings snack with a hefty £4.5m relaunch. The fully integrated campaign breaks this month and has been designed to broaden the brand's appeal to a wider target audience of seven to 13-year-olds. The product has also been given a packaging overhaul which includes an updated Cheestrings character. Jane Hammond, category marketing manager, said the revamp would communicate the brand's nutritional credentials more clearly and create greater impact in store, as well as assisting merchandising and driving consumers to point of sale. She said the cheese snacks market was currently valued at £89m with more scope for growth. Cheestring's child base of consumers will be targeted by a new campaign to run on both satellite and terrestrial TV channels, while the creative will also be backed by ads in women's consumer press. Aimed at young mums, the press adverts will highlight the brand's qualities of convenience, fun and taste. A national sampling campaign is also planned for the spring through a direct mail campaign. "Our relaunch message is clear and the delivery is powerful," said Hammond. "Golden Vale has made a major investment in the Cheestrings brand, clearly demonstrating a real commitment to its future growth. "This year will see consistent high profile above and below the line activity offering the trade a real opportunity to capitalise on the success of Cheestrings. {{P&P }}