Boursin Driving festive category sales

With the busiest and most profitable time of the year for retailers fast approaching, Bel UK has launched a high profile multi-touch point campaign for beacon brand Boursin® – as it looks to support retailers over the crucial Christmas period. The #1 brand in the speciality cheese category1, Boursin®’s 2016 campaign includes the launch of an eyecatching range of Christmas themed packaging across its major skus, as well as its biggest ever shopper marketing campaign, social media activation and a supporting TV ad.
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Launching in November will be Boursin’s® boldest Christmas themed packaging to date. Building on Boursin®’s recognised iconic logo the Boursin® cheese packaging will feature an impactful and premium gold design, running across the hero product Boursin® Garlic & Herbs and all additional Boursin® skus. The limited edition packaging will ensure Boursin® stands out from the crowd, allowing consumers to easily locate the brand on shelf. The visually appealing pack also makes it a must-stock for retailers as a clear signpost for the speciality cheese category and a key staple of the festive season enhancing Boursin®’s critical role as a category signpost and beacon for familiar, indulgent quality.

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 include a strong, festive social media presence as the brand ramps up its activity over the festive season.

Consumers know that Boursin® adds a genuine point of difference to any Christmas celebration with its creamy, crumbly texture and unique intense taste. Boursin® Aperitif, the brands bitesize portions of Garlic & Herbs cheese rolled up in smoked ham presented in a convenient tray will be returning just in time for Christmas. Boursin® Aperitif is perfect for the party season, tapping into the desire for indulgent Christmas snacks.

BEL

www.bel-uk.co.uk