With Christmas only four months away, Bel UK has launched a new campaign for its Boursin brand.
Boursin’s 2016 campaign includes the launch of a range of Christmas-themed packaging across its major skus, as well as a shopper marketing campaign, social media activation and supporting TV ad.
Christmas-themed packaging will be available from November. Building on the Boursin logo the limited-edition packaging will feature a premium gold design, running across all skus.
Supported with a £1.2m investment, this Christmas also sees the launch of the brand’s biggest ever shopper marketing campaign. Back for Christmas 2016, the ‘Pleasure is Très Serious’ TV ad highlights the brand’s French heritage and plays on the importance of preparation when it comes to creating shared moments at the table with friends and family. Supporting activity includes a strong, festive social media presence.
Boursin Aperitif, the brand’s bite-size portions of Garlic & Herbs cheese rolled up in smoked ham and presented in a disposable tray will be returning just in time for Christmas.
Adding to Bel’s Christmas offering is Port Salut, with its distinctive orange rind, mild taste and smooth texture.
Penetration into the speciality cheese category more than doubles across December, making it the second-most shopped cheese category after Cheddar, and on average, Boursin alone attracts more than half a million additional households over the festive season. Bel’s Boursin Garlic & Herb cheese (150g) was the sixth best-selling sku in the total cheese category and the third best-seller in speciality cheese during Christmas week last year.
Bel UK’s Head of Insight and Planning, Chloé Féminier, commented: “We are delighted to support retailers with a fantastic 360-degree campaign over the key period of Christmas. Boursin, which enjoys the highest awareness in the specialty cheese category at 80%, is a key brand to guide occasional buyers over Christmas who can be daunted by the variety of speciality cheeses on offer.”
