Bel UK has launched a high profile multi-touch point campaign for Boursin for the festive season.
The campaign includes the launch of an eye-catching range of Christmas themed packaging across its major skus, as well as its biggest ever shopper marketing campaign, social media activation and a supporting TV ad.
Launching in November will be Boursin’s boldest Christmas themed packaging to date with a premium gold design, running across the Garlic & Herbs variant and all additional Boursin SKUs.
Supported with a £1.2m investment, this Christmas also sees the launch of the brand’s biggest ever shopper marketing campaign. The ‘Pleasure is Très Serious’ TV ad, highlights the brand’s French heritage and plays on the importance of preparation when it comes to creating shared moments at the table with friends and family.
The month of December sees the usual proportion of occasional shoppers of the speciality cheese category almost doubling from 19% to 38% of total shoppers (Kantar Worldpanel, Specialty Cheese category, January 2015) - indicating that there is real potential for retailers to boost profits over the festive season.
Penetration into the speciality cheese category more than doubles across December (Kantar, Total Market, penetration 2015), making it the second most shopped cheese category after Cheddar, and on average, Boursin attracts more than half a million additional households over the festive season (Kantar, Total Market, penetration 2015). Bel UK’s iconic Boursin Garlic & Herb cheese (150G) was the 6th best-selling SKU in the total cheese category and the 3rd best-selling SKU in the speciality cheese category during Christmas week last year (Nielsen, Total Grocery Multiples, unit sales, week ending 26.12.15).