Cheestrings - Mr Strings' World Tour

Objective

Cheestrings (Kerry Foods) sought to reach children aged 8–14 during peak digital engagement hours through an interactive gaming experience. Consumer research showed this demographic spent approximately 80% of their online time playing games. The campaign aimed to refresh brand positioning and establish a 'great online experience for families' as a core brand value.

Solution

An interactive browser-based game where players designed custom vehicles by drawing and filling them with milk, then navigated these creations across different countries (China, Canada) to collect hidden items while avoiding obstacles like pandas and whales. The game incorporated educational elements teaching shapes, volumes, and geography through country-specific landmarks. Development was led by Fallon (creative direction by Tim Scheibel with creatives Rick Gayton and Darren Beresford) in collaboration with production company B-Reel and audio studio Ton sthlm. The game was deployed at cheestrings.co.uk/worldtourgame.

Results

Not published.