Lactalis is trying to bask in the glow of this summer’s Paris Olympics with a new campaign to promote its Président range of French cheeses, butters and cream.
New packs promote ‘Enjoy Paris,’ a competition to win a weekend for two people in the City of Love, as well as hundreds of instant prizes.
The competition is publicised through an April shower of advertising on Channel 4, ITV, Sky video on demand and YouTube, followed by instore point-of-sale and online activities from May to July. Limited-edition ‘Enjoy Paris’ packs of Président Brie 200g, Président Camembert 250g and Président Unsalted Butter block 250g are available from mid-May to mid-August.
These feature a call to action and QR codes inviting consumers to try their luck at instantly winning a Président tote bag or apron, and to enter the draw for the Paris trip.
Heloise Le Norcy-Trott, Group Marketing & Category Director for Lactalis UK & Ireland, commented: “We’re going for gold with this exciting competition! ‘Enjoy Paris’ is great news for our trade customers and consumers alike, bringing attention to the category, driving visibility of our product range and encouraging shoppers to try other products.”
