Pyotts Mini Cheddars are bite-sized cheese snacks that people nibble on throughout the day. As usual, we needed to highlight the product benefit in a unique and breakthrough way.

Radio was selected as the best medium since people in their cars are always in-between places, making them the perfect target market for in-between meal snacks.

With all the radio clutter out there, we thought quick, punchy ads that describe the product’s cheesiness would do the best job, especially considering our mini budget.