Set to drive consideration and demand for Boursin outside the key Christmas season – during which Boursin is the No.1 indulgence cheese brand – the campaign will focus on how Boursin can bring bold flavour to Summer occasions, delivering widespread consumer trial and appeal beyond the traditional festive period.
The campaign is driven by food enthusiasts’ desires to experiment with new tastes, flavours and dining experiences, and the insight that summer is a time when consumers challenge established food “rules”. Boursin’s new campaign supports the brand’s mission to upgrade everyday treat moments, beginning with the summer months, demonstrating Boursin’s versatility for a range of summer occasions including BBQs, picnics and social dining.
With the limited edition pack design launching from 3 June, and available to retailers nationwide, the summer messaging will be communicated via shopper marketing support, digital six sheets at Tesco and Waitrose, social media content, a collaborative partnership with foodie social channel ‘Twisted’ and exciting experiential events.
Additionally, the recent launch of Boursin Velvetyoffers a more luxurious and flavour packed alternative to a standard dip, perfect for sharing over summer and entering more varied seasonal occasions.
‘We Summer, Oui Boursin’ can not only change perceptions of Boursin, but also the whole indulgence cheese category, from one that is largely only considered at Christmas, to one catering well for summer occasions. This can drive sales for retailers over Summer, attracting new shoppers and driving incremental value in the category.
Alix Motard, Boursin’s senior brand manager, says: “The new summer campaign highlights the seasonal versatility of Boursin, showcasing it as perfect for snacking and sharing, a treat worth savouring over the summer months. The Indulgence cheese category is often only considered at Christmas so Boursin is challenging this perception and driving appeal of the category over summer too. Retailers should stock up now to get their share of the sales!”