Kraft Foods is teaming up with Wallace and Gromit creators Aardman to create an animated version of the Dairylea brand's iconic cow.
She will star in TV ads which form the bulk of a £4m marketing investment aimed at relaunching Dairylea as the flexible way to add goodness to family meals'.
Scheduled to hit TV screens next month for a four-week burst, with another following in July, the ads are expected to reach 80% of mothers, said Kraft.
Meanwhile, an improved recipe, creamier Dairylea will be rolling out from the middle of this month.
New packaging is aimed at a fresh, contemporary look and puts the cow centre stage. "We felt the new product needed a brand ambassador to take the message straight to mums," said trade relations manager Easton Millar.