Dairy Crest’s Chedds brand is returning to TV screens next week.

A new six-week campaign will promote the kids’ cheese brand’s 100% real Cheddar claim and highlight its role within the wider Cathedral City portfolio.

The 30-second ads, which are directed by The Mighty Boosh director Paul King, show children in the “youth department of Cathedral City” running a series of product-testing experiments to make sure Chedds have the perfect design for kids. They conclude Chedds should be made of real cheese “because kids are real”.

Dairy Crest said the ads aimed to reassure parents that Chedds was “proper food”. It will support the new ad with a digital and PR campaign.

“We are thrilled with how Chedds is performing and the new ingenious ad will appeal to mums and deliver our ‘real cheese for real kids’ message in a new, fun and entertaining way,” said senior Chedds brand manager Jo Huergo.

The Chedds brand was launched last year and is now worth £5.5m [Niesen, 52 w/e 24 April 2012].