Babybel, No.1 Cheese snack in the UK, has released a new TV advert to encourage consumers to “Join the Goodness”.

The spot opens with a city in which the Babybel snack heroes have statues and people are living happily, until one day, when spaceships, robots, and drones start attacking it. “We thought goodness would last forever. But now is in danger. The Babybel snack heroes are here to save the day. They will need all their strength to restore the goodness for good,” the voiceover says in the 47-second ad, which ends with the Babybel heroes saving the city.

Eventually, the voiceover adds the brand’s tagline, “Babybel. Join the Goodness”.

Back in 2020, the brand released an advertisement created by Havas Chicago and BETC Paris featuring a country of Babybels, where the tiny heroes liberate the city from the reign of junk food.

Babybel says that its his 100% real cheese tasty snacks, which have always been lactose-free, are a good source of protein and calcium, and keep you satisfied, all in one single portion.

The brand is committed to reducing the impact of its packaging on the environment and, on its mission to achieve its goal to reach 100% of recyclable-ready and/or biodegradable packaging by 2025, has partnered with TerraCycle to allow consumers to recycle any elements of Babybel packaging while supporting local charities and schools with donations at the same time.