Strings & Things serves up beats, bites and big smiles in new ad spot

Cheese snack brand Strings & Things has launched an integrated campaign to reintroduce the product to families and position it as both a playful and healthy choice. Created by BMB for Kerry Dairy Consumer Foods, the campaign debuts a new brand platform, Fun Om Nom Nom, designed to connect with parents and children through music-led storytelling.

The centrepiece is a two-minute rap track, available on major music streaming platforms, accompanied by a 30-second TV spot styled as a music video. The ad follows Elijah and his family at a picnic, where opening his lunchbox sparks a vibrant, music-filled sequence featuring singing, dancing, and snacking.

Directed by Matthew Walker through Mindseye, the film blends family-friendly fun with a contemporary music video aesthetic. The soundtrack was co-created by the agency, the director, Pitch & Sync, and the cast, informed by research showing strong brand affinity among parents.

The campaign will be supported across BVOD, radio, and social media for two months from August 2025, with media planning and buying handled by Goodstuff.

Sarah Davies, head of core brands and business, Kerry Dairy Consumer Foods: "With this campaign, we're proudly bringing Strings & Things back into the spotlight, not just as a nostalgic favourite for parents, but as a genuinely joyful and nutritious option in today’s snack category. It’s a playful reminder that fun and goodness can go hand in hand."

Laurent Simon, chief creative officer, BMB: "We saw an exciting opportunity to reintroduce a much-loved brand in a fresh, culturally relevant way. This campaign embodies everything Strings & Things stands for – energy, imagination, and fun. Fun Om Nom Nom celebrates how joyful snacking can be and we hope it strikes a chord with both kids and parents alike."

Debbie Batchelor, group planning director, Goodstuff: "We’re thrilled to be injecting the joy of Cheestrings back into the lives of kids, parents and carers with an unmissable media plan, built to hero the delightfully infectious Fun Om Nom Nom rap. Our media choices perfectly complement the musicality of the creative; you’ll be singing along in no time."

www.stringsandthings.com

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