Bel is launching a UK advertising campaign for its French soft cheese brand Boursin.
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The TV and press advertising adds a “contemporary dimension” to the ‘Du pain, Du vin, Du Boursin’ end line, the company said.
It is the first TV support for Boursin in over ten years and represents a significant investment by Bel UK following its purchase of the brand from Unilever last year.
Jean-Paul Pelaez, head of category management at Bel UK, said: “We are modernising the image of this well-loved brand and bringing it bang up to date with a memorable campaign that will help position it as a more accessible brand. This will move it on from being regarded as a product suitable only for the cheeseboard and ensure that consumers view it as an accessible, everyday cheese.”
TV advertising will run nationally for five weeks to 5 April on terrestrial and multi-channels.
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By GlobalDataThe print campaign features a full-page creative of Boursin pictured with French bread and a glass of wine with a headline communicating the brands: ‘Du pain, du vin, du Boursin’ tagline.
