Boursin, the No.1 Indulgence cheese brand, is launching a fresh new “Boursin Inspires, You Create” brand equity campaign, timed perfectly to feed special sharing occasions and drive seasonal sales.
Designed to inspire creativity with Boursin, demonstrating product versatility, the new creative is set to unlock new usage occasions outside of the traditional cheeseboard, building on Boursin’s position as the No.1 brand for both spontaneous and prompted awareness within the Indulgence cheese category at Christmas.
Responding to the continuation of consumers’ lockdown behaviours such as scratch cooking and experimenting with recipes as second wave restrictions are in place, and maximising the rise in food and drink consumption at home, with Kantar predicting grocery spending for the final quarter of the year will be up 8.4% on 2019, the fully integrated campaign kicks off in November with print advertising and paid social, followed by significant TV advertising from 5th December.
Demonstrating Boursin’s continued investment in both the brand and the wider category, as the highest media investor over the festive period, the brand-new creative platform will build on the success of last year’s Christmas campaign, which successfully placed Boursin as the biggest branded Cooking and Indulgence SKU (2.5m/+12% vs. YA).
Reflective of the consumer need presented by treating moving up the ranking ladder during lockdown, and trading up as treat predicted for Christmas as consumers view the festive period as a last chance to indulge, with fewer guests and people to entertain; already the unmissable treat for cheeseboards and beyond during the festive period, Boursin will launch a limited edition 150g Boursin Cranberry and Pepper, animating the Indulgence cheese range and creating excitement with shoppers. In addition, the Boursin 3-Flavour Limited Edition 240-gram pack back by popular demand, this year consisting of Garlic & Herbs, Cranberry & Pepper, and Shallot & Chive flavours.
Celina Leroyer, senior brand manager, says: “Boursin adds a genuine point of difference to any festive gathering or celebration, with its creamy, crumbly texture, and unique intense taste. The unmissable treat for cheeseboards and beyond, Boursin has a particularly strong affinity with the cheeseboard occasion at Christmas, this creates big opportunity for retailers to attract new and light users. To maximise this opportunity it’s essential to stock beacon brands that are being given strong marketing support and have high consumer awareness like Boursin, the No.1 indulgent cheese brand. With the limited-edition variants alongside the core range of Garlic & Herbs and Pepper formats, Boursin has a varied range to delight shoppers and cater for every festive treat occasion. Retailers should stock up now to get their share of the seasonal sales.”