The new ad was created by J Walter Thompson and features the Aardman Animation cows, who starred in a previous spot for the cheese spread.
Called "cow manoeuvres" it shows different ways of using Dairylea in cooking, such as adding it to pasta.
A group of cows are shown chewing the cud in a field and looking bored. Not content with just sitting around, they go on a mission to get kids to eat Dairylea, tiptoeing into a barn and setting up a makeshift kitchen, where they cook macaroni and add Dairylea.
The cows then drive to a house and leave the pasta on a windowsill, where two children rush to collect the plates, and the ad ends with the line "herds of Dairylea goodness".
It will run on terrestrial and satellite channels, starting this weekend, with media planning and buying through ZenithOptimedia. The campaign was written and art directed by JWT's Anthony Smith, and directed by Michael Wright at Aardman Animation.
Gaelle Boutellier, Dairylea brand manager, said: "This impactful and involving ad communicates flexibility, a message we know will drive consumer reappraisal of the brand. With this second burst, we are confident that base sales growth and consumer appeal will continue to soar."
Kraft, the American food giant that owns Dairylea, as well as Kenco coffee, Oreo cookies, Philadelphia cream cheese and Toblerone chocolate among others, pledged this week to eliminate marketing in schools and to make its products more healthy. It plans to cut salt and fat levels in its foods, as well as reducing portion sizes and including more nutritional information on the packaging.
Dairylea sub-brand Dairylea Lunchables has come in for harsh criticism in the UK after parents condemned the product as being "absolutely vile, over-processed rubbish". The brand has since been renamed Stack 'ems.
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