Babybel®, the No.1 cheese snack[i] is launching a substantial new equity campaign, inspiring consumers to “Join the Goodness” by encouraging more mindful snacking. The fully integrated campaign includes a new creative blockbuster which will air on TV from mid-August.

Already a star performer as the No.1 value contributor to the lunchbox category[ii] with 25% household penetration[iii]. Babybel®, is the leading lunchbox cheese for adults and kids alike[iv] on account of its fun, convenient and portion-controlled format, providing a rich source of both protein and calcium.

Shot in the style of a Hollywood blockbuster, featuring both real imagery and CGI, the impactful “Join the Goodness” creative was directed by Oscar-winner, Hervé de Crecy. The Babybel® cheese heroes, adorned in red wax costumes, save the day while playfully inviting consumers to Join the Goodness.

Timed to coincide with the key back to school occasion, anticipated rise in lunchbox occasions and greater emphasis on both health and hygiene as a result of the past few months, the bold new campaign is set to shine a spotlight on snacking sales with a significant marketing investment of £1.7million.

The “Join the Goodness” campaign message will be amplified across national TV, digital, public relations, influencer and in-store retail channels. Retailers should set the scene for a star performance by maximising off shelf visibility, secondary sitings and meal deals to capitalise on the lunchtime occasion.

To further spread the goodness, Babybel® has launched a TerraCycle scheme in the UK to offer customers a simple and free solution to recycling all elements of Babybel® packaging. The TerraCycle scheme is a positive step towards Bel’s commitment to becoming 100% recyclable or compostable by 2025 and retailers can get involved by setting up collection points in store

[i] Kantar Penetration total market 16.06.2020

[ii] IRI, 52W w/e 02/05/2020

[iii] Kantar world panel 52 w/e 22 March 2020

[iv] IRI, 52W w/e 02/05/2020

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