BMB celebrates fun snacking in new Munch Mix campaign

Creative agency BMB has launched a new out-of-home campaign for Munch Mix, the latest snack from Kerry Dairy Consumer Foods’ Strings & Things brand. The campaign celebrates the product’s playful spirit through a cast of animated cheese cube characters, marking another step in the brand’s mission to make snacking fun for families.

Munch Mix combines cheese cubes with crunchy accompaniments, available in two varieties: Cheddar Cheese & Crunchy Crackers and Cheddar Cheese & Crunchy Pretzels. The campaign presents the snack as a convenient and nutritious option for parents and an engaging treat for kids.

Playful characters bring the snack to life

The creative features a group of mischievous cheese cube characters designed by Bloom Design and illustrated by Portuguese artist Ricardo Bessa, known for his work with the BBC and Dungeons & Dragons. The characters appear in playful scenes – from playing basketball to ziplining – reflecting the fun, mix-and-match possibilities of Munch Mix. Animated versions of the artwork will appear across digital OOH sites across the UK.

Liz McTurk, senior brand manager, Kerry Dairy Consumer Foods: “Munch Mix is a brilliant new way for families to snack together, offering convenience for parents and fun for kids. Our creative work brings that to life and gives the product an instantly recognisable personality, embodied in the characterful cubes and their playful antics.”

Building on the brand’s fun-first mission

Laurent Simon, chief creative officer, BMB: “The brief was to capture the fun that comes packed into a nutritious, handy serving of Munch Mix. Ricardo’s characters let us turn product mechanics into charming, human moments that land with both parents and kids.”

The OOH and digital OOH campaign runs across the UK until 16 November 2025, with media planning and buying handled by Goodstuff. The launch follows the Fun Om Nom Nom platform introduced in August for Strings & Things’ Cheestrings brand, also developed by BMB, which featured a rap-driven TV spot celebrating fun, family snacking.