Dairylea, the cheese snack brand adored by kids and families for generations is back with a new brand campaign, championing the benefits of a little bit of independence for children.The beloved childhood, cheesy snack, Dairylea worked with global agency of record, VCCP London, to mastermind ‘Set them free with Dairylea,’ an integrated campaign offering parents a glimpse into the wonderfully curious eyes of kids, and is the first work creative agency VCCP London has executed for Dairylea since it was appointed as creative agency last summer.The fresh, new creative will run for two months from today and launches with a hero 40-second film inspired by the curiosity and adventurousness of kids when left to their own devices. Directed by Thirty Two, the film playfully captures two young girls hanging upside down from a small goal post and pondering over what happens to their Dairylea triangle when eaten the wrong way around.‘Set Them Free with Dairylea’ campaign will run in the UK and ROI for two months from 19th August across BVOD, OOH, Social, and Digital. Media has been planned and executed by Carat.Credits CLIENT: DairyleaADVERTISING AGENCY: VCCPEXECUTIVE CREATIVE DIRECTORS: Chris Birch & Jonathan ParkerCREATIVE DIRECTORS: Caroline RawlingsASSOCIATE CREATIVE DIRECTOR: Daniel Glover-JamesASSOCIATE CREATIVE DIRECTOR: Elias TorresGROUP MANAGING DIRECTOR: David BoscawenHEAD OF MONDELEZ UK: Matt SmithACCOUNT DIRECTOR: Tom CarrACCOUNT MANAGER: Nathan HassanSENIOR PLANNER: Andrew NichollsPLANNER: Luke Alexander-GroseAGENCY TV PRODUCER: Helen BrownlieAGENCY CREATIVE PRODUCER: Ben WatersMEDIA BUYING AGENCY: CaratPRODUCTION COMPANY: PulseDIRECTOR: ThirtyTwoEDITOR: Eve Ashwell @ Assembly RoomsPRODUCER: George SaundersPOST-PRODUCTION COMPANY: Time Based ArtsPOST PRODUCER Sean EwinsCOLOURIST Simone GrattarolaAUDIO POST-PRODUCTION COMPANY: FactorySOUND ENGINEER: Anthony Moore