Boursin has revealed a new golden pack design, coinciding with the launch of the speciality cheese brand’s biggest-ever TV sponsorship. A year-long partnership with Film4’s 9pm slot starts today (April 10, 2017).
The multi-million-pound investment, including PR & digital activity, looks to make Boursin synonymous with the evening snacking occasion.
Steve Gregory, Marketing Director for brand owner Bel UK, commented: ‘’The Film4 Sponsorship will reach 57% of the UK population who enjoy an evening snack, enhancing brand relevance and bringing more ‘evening snackers’ into the cheese fixture whilst driving penetration of the mid-week opportunity.”
Rupinder Downie, Partnership Controller at Channel 4, added: “This partnership provides Boursin with the ideal opportunity to promote its speciality cheeses. Being associated with top quality content, Film4 is a much sought after brand for sponsors and it’s a perfect fit for Boursin.”
The creative celebrates Boursin’s French heritage, while the strap line is a twist on the brand’s familiar slogan: ‘Du pain, Du vin, Du Film4 Sponsored by Boursin’.