Cheestrings and Yollies create adventurous new partnership with Steve Backshall

Steve Backshall with owl perched on his shoulder

Kerry Foods is embarking on a new adventure for its Brave Bones Club, enlisting the support of TV celebrity Steve Backshall to recruit new fans as the brand kicks off a summer of activity.

Backshall (he’s the one on the right in the picture) is best known for wildlife show Deadly 60. He will head up the Cheestrings and Yollies ‘A Year of Adventure’ campaign that aims to encourage children to get outside and involved with adventure alongside their parents.

“I’m really proud to be working with The Brave Bones Club to encourage kids and parents to play more,” commented Steve Backshall on the partnership.

The campaign comes as a nationwide survey of 2,000 parents, commissioned by Cheestrings and Yollies to celebrate the launch of ‘A Year of Adventure’, found that many parents admitted they were likely to be lost for inspiration when it came to finding things for their children to do this summer.

Rebecca Jakob, Brand Manager for Cheestrings and Yollies, said: “We are confident the tie up with Steve Backshall and the marketing support behind this campaign is set to drive huge excitement within the kid’s cheese snacking category and it is through initiatives like this that we are continuing to help retailers drive footfall and sales.”