Upcoming Courses


Upcoming Events

  • Legal Briefing18th July 2018IPM Members only. Sign up for ou...
    Wednesday 18 July 2018
  • Legal Briefing10th October 2018IPM Members only. Sign up for...
    Wednesday 10 October 2018

Cheestrings and Yollies team up with Steve Backshall

Friday May 8, 2015 at 3:22pm
Kerry Foods has recruited TV celebrity Steve Backshall to enhance the credentials of its popular Brave Bones Club kids loyalty scheme, as its Cheestrings and Yollies brand kick off a summer of activity. Backshall is heading up the Cheestrings and Yollies ‘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. There is also a competition to win one of 60 weekend family adventure packages at activity centres in the UK and Ireland. “I’m really proud to be working with The Brave Bones Club to encourage kids and parents to play more,” comments Steve Backshall on 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, says: “Our aim is to help parents out this summer by giving their children something adventurous to enjoy, while at the same time creating excitement behind our Cheestrings and Yollies brands and driving even more traffic to our popular Brave Bones Club website. 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.”
» Categories: None