LONDON, UNITED KINGDOM – Beloved cheese snack brand Strings & Things has returned to the spotlight with a vibrant, integrated campaign designed to spark joy in family snacking. Created by creative agency BMB, the campaign launches a new brand platform, Fun Om Nom Nom, for Kerry Dairy Consumer Foods, combining playful energy with the message that the product is both fun and nutritious.
At the heart of the campaign is a high energy, two-minute rap track that will be released on major music streaming platforms. Complementing the song is a 30 second hero film, styled as a music video, featuring one of the verses. The film follows Elijah and his family during a picnic, where opening his lunchbox reveals a whimsical, music fuelled world of singing, dancing, and joyful snacking. The sequence culminates in a lighthearted scene of his father enjoying his own Strings & Things snack, closing with the upbeat line: “Fun Om Nom Nom for everyone.”
Directed by British Grime specialist Matthew Walker, renowned for collaborations with Skepta, Stormzy, Dizzee Rascal, and JME through Mindseye, the spot injects a music video aesthetic into the family friendly snacking world. The soundtrack was a collaborative effort between BMB, Walker, Pitch & Sync and the cast, informed by extensive consumer insight revealing parents’ enduring affection for the brand and enthusiasm for its modern revival.
Running across BVOD, radio, and social media channels for two months from 11 August 2025, the campaign’s media planning and buying was managed by Goodstuff.
Sarah Davies, Head of Core Brands and Business at Kerry Dairy Consumer Foods, commented “With this campaign, we’re proudly bringing Strings & Things back into the spotlight, not just as a nostalgic favourite for parents, but as a genuinely joyful and nutritious option in today’s snack category. It’s a playful reminder that fun and goodness can go hand in hand.”
Laurent Simon, Chief Creative Officer at BMB, added “We saw an exciting opportunity to reintroduce a much-loved brand in a fresh, culturally relevant way. This campaign embodies everything Strings & Things stands for – energy, imagination, and fun. ‘Fun Om Nom Nom’ celebrates how joyful snacking can be and we hope it strikes a chord with both kids and parents alike.”
Debbie Batchelor, Group Planning Director at Goodstuff shared: “We’re thrilled to be injecting the joy of Cheestrings back into the lives of kids, parents and carers with an unmissable media plan, built to hero the delightfully infectious Fun Om Nom Nom rap. This was a real treat to work on. Our media choices perfectly complement the musicality of the creative; you’ll be singing along in no time.”
CREDITS
Advertiser: Kerry Dairy Consumer Foods
Brand: Strings & Things
Campaign: “Fun Om Nom Nom”
Creative Agency: BMB
Chief Creative Officer: Laurent Simon
CSO: Sarah Clark
Managing Partner: Matt Bonny
Account Manager: Hannah Stafford
Strategy Director: Rich Harrison
Creative Director: Dave Beattie
Senior Creatives: Andy and Katie Burrell
Designer: Sam Hamer
Head of Production: Ryan O’Kane
Agency Producer: Adam Farley
Production Company: Mindseye
Exec Producer/Founder: Charlie Phillips
Director: Matthew Walker
Producer: Ersan Beşkardeş
Music: Pitch & Sync
Media planning/buying: Goodstuff
