We’ve been out and about in various forests, working with celeb adventurer, explorer and all-round daredevil Steve Backshall, who we have just signed as brand ambassador for our Cheestrings ‘Year of Adventure’ campaign.

Targeting parents and children, our multi-layered campaign will bring the Cheestrings ‘Brave Bones Club’ to life and was borne out of our ‘show not tell’ strategy to encourage families to get out there and create their own exciting adventures. Each campaign pillar focuses on Do It, Show It, Share It and Eat It – signposting to consumers how they can get involved and how kids can win the chance to star alongside Steve in the Brave Bones Club series of adventures.
Our integrated earned, owned and paid campaign includes blogger and vlogger outreach; news generation; the creation of five films featuring Steve and his adventure inspirations, plus a partnership with First News and Fun Kids Radio to recruit mini explorers. We’ve already started seeding content and cross-fertilising it across social platforms including YouTube, which has already received nearly 2k views, and the BBC (that’s Brave Bones Club!) website.


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