Cheese Cubes Come to Life in Strings & Things' Whimsical Munch Mix Campaign

A new OOH campaign by creative agency BMB celebrates the launch of Munch Mix, a unique snack combination from Kerry Dairy Consumer Foods’ Strings & Things brand. The campaign introduces a joyful set of characters, bringing out the playfulness of the product.

Munch Mix packs come in two variants - Cheddar Cheese & Crunchy Crackers and Cheddar Cheese & Crunchy Pretzels - designed to be a fun, nutritious addition to any lunchbox and a handy snack for parents of active kids.

The creative shows the gang of cheese cube characters by Bloom Design brought to life through lively illustrations by Portuguese artist Ricardo Bessa, who has worked with the BBC and Dungeons & Dragons. The mischievous, cheesy characters set the playful tone for the campaign, appearing in scenes where they play games like hide-and-seek and basketball, and cling to their snacks as they ride a zipwire. The work highlights the product’s unique stacking and mixing combinations, encouraging consumers to get creative with their snacks. Animated versions of the posters will also feature across DOOH sites, delivering a joyful reminder that fun and goodness can go hand in hand.

Liz McTurk, senior brand manager at Kerry Dairy Consumer Foods, said, “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.”

​Laurent Simon, chief creative officer at BMB, added, “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."

BMB’s Strings & Things Munch Mix campaign will run on OOH and digital OOH around the UK. Media planning and buying is by Goodstuff. The activity goes live from 20 October and runs through till 16 November 2025.

BMB’s new campaign for Munch Mix continues the Strings and Things mission to bring fun to lunchboxes on every occasion. It follows the launch of Kerry Dairy Consumer Food’s new ‘Fun Om Nom Nom’ brand platform for the Cheestrings product in August. The agency created an original rap and a TV ad in the style of a music video, reminding parents that Strings & Things is more than a nostalgic favourite, it’s a fun-filled snack that fits perfectly with a busy life.