Strings & Things has launched a TV advert for its Cheestrings brand for the first time in three years.
The campaign, Fun-Om-Nom-Nom, is based around a catchy song and features a family enjoying a picnic in a park before being transported to an imaginary world inside an oversized lunchbox.
There, with the help of Cheestrings, the children rap through a series of imaginative situations, from conducting a string quartet to getting their ‘hair’ cut in a barber shop to a relay race on a running track.
The creative is designed to showcase the product “as not just a snack, but a moment of fun”, said the brand.
@stringsandthingsuki Snack time’s got a beat now. Get ready to 🎵rap🎵 your head around Fun Nom Nom Nom! #FunOmNomNom #StringsAndThings #SnackRap #NewMusicDrop #TiktokTease ♬ original sound - Strings & Things
“We wanted to create something that brought Cheestrings back to the screen with a bang whilst remaining rooted in what makes Cheestrings iconic,” said Sarah Davies, head of core brands and business, Kerry Dairy Consumer Foods. “Fun-Om-Nom-Nom sums that up perfectly – we’re just cheese, but we’re also fun.
“And we know that parents see both eating well and opportunity for play as crucial to their children’s wellbeing.”
It was directed by Grime music video director Matthew Walker who has worked with Skepta, Stormzy, Dizzee Rascal and JME, through Mindseye.
The full track will also be released on Spotify later this summer as part of a wider marketing strategy.
The campaign will also run across radio and social media to help maximise the impact across multiple consumer touch points.
“With Cheestrings turning 30 next year, it felt like the perfect time to go big,” saud Davies. “We’re investing in long-term brand building, supported by commercial execution, to make sure Cheestrings remains the go-to cheese snack.”
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