Kerry Foods has charged TV celebrity and adventurer Steve Backshall (pictured) with recruiting new fans as its Cheesestrings brand kicks off a summer of activity.
Backshall is heading up the Cheestrings and Yollies Brave Bones Club A Year of Adventure campaign that will encourage children to get outside and involved with adventure alongside their parents, with videos to demonstrate what fun children can have with their family in association with the Brave Bones Club.
“I’m really proud to be working with The Brave Bones Club to encourage kids and parents to play more,” he said of the partnership. “My own experiences of exploring my environment and creating adventure with family and friends played a huge part in my formative years, helping to build my skill set and confidence. That’s why I feel so passionately about bringing out the inner-adventurer in adults and kids alike.”
The campaign comes as a nationwide survey of 2,000 parents, commissioned by Cheestrings’ and Yollies’ to celebrate the launch of ‘A Year of Adventure’, found that many parents admitted they were likely to be lost for inspiration when it came to finding things for their children to do this summer. The research found that almost a third of parents preferred activities which encouraged kids to learn a new skill when planning family adventures, with looking at wildlife and nature-trails just two examples of the top twenty outdoor activities for kids to do with their fathers.
Rebecca Jakob, Brand Manager for Cheestrings and Yollies, explains: “We are confident the tie up with Steve Backshall and the marketing support behind this campaign is set to drive huge excitement within the kid’s cheese snacking category and it is through initiatives like this that we are continuing to help drive footfall and sales.”
Launched in 2013 and designed to encourage children to become more adventurous through active play, the Brave Bones Club website (www.bravebonesclub.com) enables families to sign up and complete a series of challenges to earn virtual badges to celebrate their achievements.