Kerry Foods will encourage mums to "reappraise" Cheestrings as a healthy lunchbox snack for kids by teaming up with TV chef Gino D'Acampo for a new campaign.
Gino's Good Food Fight is backed by a £500k budget and will be run in partnership with parenting website Netmums, which is used by two million parents to interact through chats and forums. It will feature eight online videos in which D'Acampo and Kerry Foods' head nutritionist Evelyn Hannon answer users' questions.
Kerry Foods said the campaign was aimed at engaging mothers in discussion around "the difficulties of putting together a healthy yet fun lunchbox for kids" and dispelling "misconceptions" about Cheestrings.
As part of the Good Food Fight campaign, which will run over eight months, Kerry Foods is also revamping its Cheestrings website.
Gino's Good Food Fight is backed by a £500k budget and will be run in partnership with parenting website Netmums, which is used by two million parents to interact through chats and forums. It will feature eight online videos in which D'Acampo and Kerry Foods' head nutritionist Evelyn Hannon answer users' questions.
Kerry Foods said the campaign was aimed at engaging mothers in discussion around "the difficulties of putting together a healthy yet fun lunchbox for kids" and dispelling "misconceptions" about Cheestrings.
As part of the Good Food Fight campaign, which will run over eight months, Kerry Foods is also revamping its Cheestrings website.
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