Dive into Cheese-fuelled Mania in ROTHCO’s Mind-Bending New Strings & Things Advert

Ads, Advertising

As children across Europe returned to school, ROTHCO, part of Accenture Interactive, launched a mind-bending new campaign for FMCG giant Kerry Foods’ reinvented kids’ dairy snacking range, Strings & Things. Directed by Greg Barth at BlinkInk, the two playful TVCs and radio content cement the new brand name of Europe’s most popular cheese in string form.

Set to a quirky voice-over and beat that repeats the catchy mantra of ‘strings & things’, one TVC begins with a mother returning with her grocery shopping. The fun begins when her daughter discovers the cheesy snacks in the bag. The moment she peels the Cheestrings, her imagination is sparked; soon she is gliding across a colourful, fantastical CG universe flanked by singing Yollies, funky Cheeshapes, and diving amongst swaying Cheestrings. Pure zaniness follows as it cuts back to her mother in the kitchen, who is now joined by the groovy character, Mr Strings, playing the saxophone and moving his hips to the beat.

Sarah Murphy, Account Director at ROTHCO, comments:

Cheestrings, Europe’s most beloved cheese in stringed form, was joining a band. No longer merely a solo artist, the strings were being joined by a variety of other things to form a range under the moniker ‘Strings & Things’. To make sure people remembered this, we created a bizarrely memorable campaign that allowed us to say the new brand name a kajillion times. In addition to this super catchy brand film, listen out for one second ‘Strings & Things’ radio ads. Blink your ears and you could easily miss them.

The new Strings & Things adverts will run across TV, video-on-demand, social media, and radio. One advert will focus on the entire Strings & Things product portfolio and the other will focus on Cheeshapes.

Over the past 23 years ROTHCO has risen to become a leading creative agency in Ireland.  But they have always been driven by a global ambition. To this end they have produced campaigns that have run in 23 markets, for brands such as Heineken, Aon, Unilever, AIB, Hailo/MyTaxi, Rory McIlroy Inc., Kodak and Tesco. Their work has been globally recognized with awards from every major global awards show and in 2018 they took home 117 international awards, including the coveted Cannes Lions Grand Prix in the Creative Data category.

Accenture Interactive helps the world’s leading brands transform their customer experiences across the entire customer journey. Through our connected offerings in design, marketing, content and commerce, we create new ways to win in today’s experience-led economy. Accenture Interactive is ranked the world’s largest digital agency in the latest Ad Age Agency Report, for the third year in a row.


Client: Kerry Foods

  • Managing Director Brands and CMO: Nick Robinson
  • Marketing Director: Victoria Southern
  • Marketing Manager: Anna Moore
  • Brand Manager: Steph Scott

Agency: ROTHCO

  • Managing Director: Richard Carr
  • Executive Creative Director: Alan Kelly
  • Creative Team: Rob Maguire, Fabiano Dalmacio
  • Strategy: Casey Smyth, Tara Finnegan
  • Business Director: Rosie Rogers
  • Account Director: Sarah Murphy
  • Account Manager: Clara Reddan
  • Agency Producer: Aisling O’Dwyer
  • Project Manager: Caroline Coates

Media Agency: Vizeum

Production Company: Blink Ink

  • Director: Greg Barth
  • Producer: Janet Smith
  • Director of Photography: Tim Green

Editor: Nick @ Cut & Run

Post House: Glassworks

Grade: Glassworks

Graphics: Glassworks

Post Production Supervisor: Duncan Cook

VFX Supervisor: Mark Harris

Music Supervisor: Major Tom

Sound: Mutiny