Snack brand Mini Cheddars under-performed its category when crisp buying boomed during Covid. It was seen as suitable for children's lunchboxes, but not for adults. With only 4 per cent share of voice, the brand faced a real challenge in changing perceptions. This case describes a strategy to add cheese-loving adults to the brand’s consumers through the darkly funny animated creative platform of ‘Cheddar Town’. TV ads, sponsorship. and paid social were used to drive reach and link the brand to comedy content. The strategy generated £15.7m of revenue in 12 months – double its target.