Boursin

We Summer Oui Boursin

  • Challenge
    • 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, unstructured and informal eating spirit of the warmer months.
  • Insight
    • Summer is a time to be carefree, but also a time to be adventurous – the weather is warm, moods are lifted, 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’.
  • Idea
    • We celebrated the feeling of freedom with our campaign: We Summer, Oui Boursin.
    • A vibrant, special edition pack design – highlighting Boursin’s distinctive taste cues – kicked off Boursin’s mission to become the cheese of the summer.
    • An integrated media plan was designed to maximise reach and ensure our new seasonal status reached as many food enthusiasts as possible. OOH and retailer media delivered the brand message at scale, while engaging content and brand partnerships gained additional reach on social media through rich storytelling
    • Not forgetting the power of trial to drive brand engagement, we made the We Summer, Oui Boursin mantra a reality at nine summer food festivals, were we introduced attendees to our bold serves. A drive-to-purchase coupon ensured the activity worked as hard all the way to shelf.

3.9%


penetration increase

50 million


impressions on Stories & Newsfeed

5%


coupon redemption rate

3000+


samples distributed at events