Join the Goodness with Babybel

Babybel cheese to the rescue

Babybel has launched a new marketing campaign that seeks to inspire consumers to ‘Join the Goodness’ by encouraging more mindful snacking.

The fully integrated campaign includes a new TV ad that airs from mid-August.

Shot in the style of a Hollywood blockbuster, the ad sees Babybel cheese heroes, adorned in red wax costumes, save the day while inviting consumers to Join the Goodness.

Timed to coincide with the key back to school occasion, anticipated rise in lunchbox occasions and greater emphasis on both health and hygiene as a result of the pandemic, the new campaign represents a marketing investment of £1.7m for the cheese snacking brand.

The Join the Goodness message will be spread across national TV, digital, public relations, influencer and in-store retail channels.

Babybel advised retailers to “set the scene for a star performance by maximising off shelf visibility, secondary sitings and meal deals to capitalise on the lunchtime occasion”.

As a step towards Bel’s commitment to becoming 100% recyclable or compostable by 2025, the brand has launched a TerraCycle scheme in the UK to offer customers a simple and free solution to recycling all elements of Babybel packaging.