Boursin Unwraps Inspirational Case for Christmas and Beyond
Boursin, the No.1 Indulgence cheese brand, is launching a fresh new 'Boursin Inspires, You Create' brand equity campaign. With a brand new creative platform, the campaign is set to build on the success of the 'We Summer, Oui Boursin' summer campaign, which continued to highlight the versatility of Boursin as more than just a cheeseboard cheese, showcasing how Boursin can be enjoyed all year round.
Designed to inspire creativity with Boursin, the appetite inspiring creative demonstrates product versatility, recipe inspiration and encourages culinary celebrations, all 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.
Demonstrating Boursin’s continued investment in both the brand and the wider category, as the highest media investor over the festive period, the new campaign follows in the festive footsteps of last year’s Christmas campaign, which successfully placed Boursin as the biggest branded Cooking and Indulgence SKU (2.5m/+12% vs. YA) over Christmas 2019.
Timed perfectly to feed special sharing occasions and drive seasonal sales, the fully integrated campaign kicks off this month with print advertising and paid social, followed by significant TV advertising from 5th December. Spark Foundry, who handle the media planning and buying for Boursin, identified four key themes for Boursin’s audience to help influence the channel selection. With Christmas being the key time of year for Boursin, the aim was to accelerate cut through in an extremely cluttered market. With research indicating that people will hold smaller, family-focused celebrations and will be looking for food ideas to cater to these events, this is the perfect opportunity for Boursin to showcase versatility and tap in to these inspirational moments.
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, the campaign is reflective of the consumer need presented by treating moving up the ranking ladder during lockdown, and trading up as a treat predicted for Christmas as consumers view the festive period as a last chance to indulge, with fewer guests and people to entertain.
Celina Leroyer, senior brand manager says: “The unmissable treat for cheeseboards and beyond, Boursin has a particularly strong affinity with the cheeseboard occasion at Christmas, making it the perfect time of year for us to launch the new creative. As the highest media investor in the category over the festive period, Boursin continues to add category value, and by activating fresh ‘Boursin Inspires, You Create’ messaging, which will be woven into future campaigns, the new multimedia campaign will further maximise brand visibility, cementing Boursin’s role as category signpost and beacon brand. Demonstrating both indulgence and versatility, the new creative is perfectly timed to tap into consumers’ desire for upgrading festive socialising and indulging over the Christmas period, as Boursin adds a genuine point of difference to any festive gathering or celebration with its creamy, crumbly texture and unique intense taste.”
Alongside the campaign, 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.
Category: Dairy , Food