Packs of Mini Babybels will carry specially developed icons, which will feature codes that can be entered online at a dedicated in exchange for prizes.
The drive aims to encourage children to become more familiar with the brand by offering them the chance to win prizes that will appeal to them.
According to Bel UK brand manager Kate Socker, the campaign, through SMP, marks a broadening of the brand's marketing activity, which has traditionally been above the line.
She said: "This promotion represents a big step forward for us. Much of our spend has previously been focused above the line, but with increased media fragmentation we are keen to look at new ways to engage our consumers."
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