A new OOH campaign by creative agency BMB celebrates the launch of Munch Mix, a fun and nutritious snack from Kerry Dairy Consumer Foods’ Strings & Things brand. The work introduces a joyful set of cheese cube characters, bringing the playfulness of the product to life across streets and screens in the UK.
Playful cheese takes over the streets
The creative by Bloom Design features a gang of mischievous cheese cubes illustrated by Portuguese artist Ricardo Bessa, known for his work with the BBC and Dungeons & Dragons. These characterful cubes appear playing hide-and-seek, basketball, and even zip-lining, setting a bright and humorous tone that turns product mechanics into mini stories of discovery.
The OOH visuals and animations highlight the snack’s unique stacking and mixing combinations, encouraging kids (and parents) to get creative while eating. Animated versions of the posters roll out across DOOH sites to deliver a joyful reminder that fun and goodness can go hand in hand.
“A brilliant new way to snack together”
“Munch Mix is a brilliant new way for families to snack together, offering convenience for parents and fun for kids,” says Liz McTurk, Senior Brand Manager at Kerry Dairy Consumer Foods. “Our creative work brings that to life and gives the product an instantly recognizable personality, embodied in the characterful cubes and their playful antics.”
Laurent Simon, Chief Creative Officer at BMB, adds: “The brief was to capture the fun packed into a handy, nutritious serving of Munch Mix. Ricardo’s characters let us turn product mechanics into charming, human moments that connect with both parents and kids.”
OOH campaign across the UK
The campaign runs from 20 October to 16 November 2025 on OOH and digital OOH throughout the UK, with media planning and buying by Goodstuff. The colorful characters appear on billboards, transit shelters, and digital screens — catching attention and spreading smiles wherever families go.
Building on a playful brand legacy
BMB’s campaign continues the Strings & Things mission to bring fun to every lunchbox. It follows the launch of Kerry Dairy Consumer Foods’ “Fun Om Nom Nom” brand platform for Cheestrings earlier this year — a rap-style TV spot that reminded parents that Strings & Things is more than a nostalgic favorite; it’s a modern, fun-filled snack that fits busy lives.
Final thoughts: joy meets everyday snacking
With its lively characters, bright visuals, and nationwide OOH presence, Munch Mix turns snack time into storytelling. By blending humor, design, and real-world presence, BMB and Strings & Things show how even a cheese cube can become the hero of the high street — proving that in outdoor advertising, a little playfulness goes a long way.
FAQs about this campaign
What is the Munch Mix campaign about?
It’s a colorful and playful OOH campaign by BMB for Kerry Dairy Consumer Foods’ Strings & Things brand, celebrating the launch of Munch Mix through fun cheese cube characters.
Who created the Munch Mix campaign?
The creative agency BMB collaborated with Bloom Design and illustrator Ricardo Bessa to bring the product’s personality to life through animated cheese cube characters.
Where can the campaign be seen?
The Munch Mix campaign runs across OOH and digital OOH sites throughout the UK, from October 20 to November 16, 2025, with media handled by Goodstuff.
What makes the campaign stand out?
Its joyful tone and character-driven design. The cheese cubes are shown playing games, zip-lining, and interacting with their snacks — turning simple visuals into storytelling moments.
What message does BMB want to convey?
That snacking can be both fun and wholesome. The campaign reminds parents and kids that Munch Mix brings joy, convenience, and creativity to every lunchbox.
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