Channel 4 encourages pure childhood in comedy series for Dairylea

2 May 2024

Channel 4 Sales, a leading social content partner for brands, is teaming up with Dairylea to create a brand new social first content series, Tiny Day Trippers.

Live from May 3rd across Channel 4’s whole portfolio, including YouTube, Facebook, Instagram, TikTok, streaming and linear TV; the campaign aims to encourage parents to create more unstructured moments of discovery for their children, that are vital to their growth and development. Continuing the delivery of Channel 4’s Fast Forward strategy, Tiny Day Trippers underlines the unique capability available to brands through Channel 4 Sales’ Social Branded Entertainment division – the most viewed branded entertainment publisher in the UK.*

In each of the two episodes, with the go ahead from their parents/guardians, a pair of young children head out on an adventure with one well-known British comedian. Comedians Suzi Ruffell and Rhys James are surprised to see what they end up doing and where they go; with the only rule being that if the kids point with their triangle the comedian must follow.

Created by the Channel 4 Sales team, this social series was produced by Kalel Productions, whose previous credits include Kids Rebuild the Future – LEGO and Stand Up Road Trip – Tourism Ireland. Tiny Day Trippers was commissioned by Stephen Parnell, Digital Commissioning Executive at Channel 4.

Jenny Porter, Content Lead, Social Branded Entertainment at Channel 4, said: “Creating change through entertainment is what Channel 4 does best and this campaign truly embodies this. The fun and light-hearted tone of this project makes Tiny Day Trippers a joy to watch whilst at its heart it offers a real purpose.”

Kirsten McPherson, Marketing Director at Mondelez said: “We’re all about making more moments of pure childhood at Dairylea. The kind that doesn’t need structure and a big plan. To see that come to life in another way with Channel 4 and two of the nation’s best comedians is fantastic. We hope it inspires the families of Britain to do the same.”

Nick Parnes, CEO at Kalel Productions said: “We’re delighted to be working again with the brilliant Channel 4 Sales team. Our last project, Stand Up Road Trip, featuring immature comedians was a success for Tourism Ireland, so we’re sure comedians learning to be even more immature, this time round, will be a success for Dairylea.”