Président has introduced new creative to promote its cheese and butter brands. The new campaign will remind consumers that it’s Time for the good life and rolls out across all advertising platforms from early September.
The new creative and associated media campaign forms part of an overall £2 million marketing investment for Président in 2018 and will ensure the brand’s messaging reaches 12 million target consumers.
Président’s new creative is being displayed via a nationwide outdoor poster campaign, digital advertising activity and through the brand’s ongoing sponsorship of Channel 4’s highly popular show Come Dine With Me, which it shares with Seriously Cheddar.
There are three new executions, each featuring quintessentially French settings: a young couple enjoying a romantic picnic in a lavender field; a musical al fresco family dinner; and a couple shopping at a market. The ads have been created to appeal not only to the brand’s existing audience of ABC1 women but also to a younger demographic of 28-34 year-olds.
Mike Chatters, sales director for brand-owner Lactalis McLelland, said: “The new creative underlines the fact that Président enables people to slow down and savour the moment and we expect the campaign to strike a chord with both existing and new consumers – driving heightened awareness of President® cheese and butter.”
The new Président campaign will be supported through in-store activity, including promotions and sampling throughout the autumn.
The £29.4 million Président brand is performing well, with impressive growth of 14.9% in value and 6.9% in volume terms in the latest 12-month period.