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Dairylea is launching a TV campaign, by Beattie McGuinness Bungay London, to support its products' new, natural recipe.

It builds on outdoor and press work released in June. There are three 20-second executions: "squigglywigglyness", "shovelability" and "putbackableness".

The work was created by Simon Bere, Jay Pond-Jones and Jade Trott, and directed by MJ Delaney through Moxie Pictures.