Time for the good life with Président

Président cheese

Lactalis McLelland brand Président has launched a new advertising campaign to promote its cheese and butter products.

The campaign is part of a £2m marketing investment for the brand in 2018. It includes out-of-home, digital activity and sponsorship of Channel 4’s Come Dine With Me show. The campaign’s ‘Time for the good life’ message is expected to reach 12 million target consumers.

Three adverts sit at the heart of the campaign, each featuring a quintessentially French setting: a young couple enjoying a romantic picnic in a lavender field; a musical al fresco family dinner; and a couple shopping at a market. The ads have been created to appeal not only to the brand’s existing audience of ABC1 women but also to a younger demographic of 28-34-year-olds.

Mike Chatters, Sales Director for Lactalis McLelland, said: “The new creative underlines the fact that Président enables people to slow down and savour the moment and we expect the campaign to strike a chord with both existing and new consumers – driving heightened awareness of Président cheese and butter.”

The new Président campaign will be supported through in-store activity, including promotions and sampling throughout the autumn.