Strings & Things
Reviving a lunchbox item
Strings & Things has been a lunchbox favourite for years, but like many heritage snacks, it risked fading into the background in a crowded, health-conscious category. Parents still trusted it, but the spark - the sense of fun kids associated with the brand - needed reigniting.
Our insight was that while nutrition matters to parents, the emotional bond comes from the fun. Strings & Things wasn’t just cheese - it was the playful snack parents remembered fondly. So we created Fun Om Nom Nom, a platform designed to bring that love back. At its heart was a rap track and music-video-style hero film, transforming an ordinary family picnic into an explosion of colour, rhythm and imagination. The work gave a nostalgic brand fresh cultural energy.
The campaign rolled out across TV, BVOD, radio and social, positioning Strings & Things as both a trusted snack and a joyful treat worth falling for again. It reignited affection among parents and kids alike, reminding families why this little cheese string has always been more than food - it’s fun you can eat.
Get in touch
Want to have a chat about how we could work together? Matt's your man.
matthew.bonny@bmbagency.comIf you'd like to talk to someone about job applications or work experience, Sofi can be of service.
sofi.andersson@bmbagency.com