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Return to Cheddar Town for Launch of Mini Cheddars Crunchlets

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TBWA/London and Blink's epic animated spot sees the town's cheeses fail victim to Mini Cheddars baker brothers

Return to Cheddar Town for Launch of Mini Cheddars Crunchlets

TBWA\London has created a campaign to launch Crunchlets, the new snack from Mini Cheddars, by introducing a new instalment of the Cheddar Town animation.

Crunchlets deliver the same great flavour with real cheese baked in, but in a new, airier and crunchier format for those occasions when you’re looking for a lighter snack.

In an evolution of the cat and mouse dynamic, set-up in the launch campaign, we see the town’s Cheeses falling victim to the Baker Brothers again, as they accidentally invent a new Mini Cheddars product as a result of a skydiving accident in a dark and humorous twist on a classic 'making of/ product origin' story.

The light-hearted ad, with the strapline Airy, Crunchy, Mini Cheddary, follows 2021’s Welcome to Cheddar Town launch campaign, which introduced audiences to the colourful, if not slightly sinister world in which cheeses need to watch their backs for fear of being turned into Mini Cheddars by the townsfolk. 

The Crunchlets campaign will be launching on TV on Friday 4th February and will be accompanied by amplification on social media as well as BVOD. 

The campaign was created by Paddy Paddison and Cyndall McInerey and media was planned and bought by Manning Gottlieb OMD.

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Agency: TBWA\London

Client: pladis

Brand: Mini Cheddars

Product: Crunchlets

Creative Directors: Ben Brazier & Johnny Ruthven

Creatives: Cyndall McInerney & Paddy Paddison

Business Director: Emma French

Strategy Director: Grace Wallace

Senior Account Manager: Chris Johnson

Account Manager: Justin So

Account Executive: Tabitha Clark

Producers: Poppy Manning & Anya Culling

Production company: Blink

Director: Robert Strange

Producer: Dom Thompson Talbot

Sound : Tom Heddy @ Wave

Design: TBWA\London

Genres: Animation, Comedy

Categories: Savoury Snacks, Food

TBWA\London, Fri, 04 Feb 2022 11:49:39 GMT