We Summer. Oui Boursin.

For years, Boursin was seen as a Christmas cheeseboard staple.
But when you removed the formality of the dining table, many people struggled with what to do with Boursin – leaving it rarely purchased or even thought of throughout the rest of the year. Our challenge was to drive penetration and consideration of Boursin during the summer – taking away tradition and introducing it to the sociable and informal eating spirit of the warmer months.

Summer is a time to be carefree, but also a time to be adventurous – the weather is warm, moods are lifted and barriers are removed. While other brands have latched onto this spontaneous spirit, with its unique and distinctive flavour, nobody embodies individuality quite like Boursin. This inspired our insight – we wanted to encourage consumers to ‘be as bold as Boursin’.