Bel brand Boursin has unveiled its first TV commercial since 2012. ‘Pleasure is Tres Serious’ rolls out from 1st December and forms part of a £2m investment in the run-up to Christmas.
The advertising 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. Set up in the style of an elaborate heist, the ad follows four characters in search of the perfect items for the ultimate soiree. The hunt is over when they discover Boursin Garlic and Herbs.
Supported by Shopper Marketing investment, the campaign also includes out-of-home advertising, in-store POS and web banners.
The Boursin product range has been given a seasonal makeover, with limited edition products (Boursin Red Pepper and a Hint of Garlic, Boursin Aperitif Garlic and Herbs) joining the range as well as festive packaging on all core lines, appearing on-shelf over the coming days.
Bel UK Marketing Director Steve Gregory comments, “Boursin, the number one beacon brand in speciality cheese, is perfect for all the social occasions in the run up to Christmas – particularly in adding interest to a great cheeseboard. The new campaign will drive Boursin sales at this key moment. Consumers will be reminded that Boursin adds a real point of difference with its creamy, crumbly texture, crowd-pleasing taste and attractive, premium packaging.”
