Lactalis UK & Ireland has launched a multi-million-pound TV campaign for Président to raise awareness and reinforce its association with the French Good Life and premium quality.
Président will sponsor Channel 4’s Food & Cooking Inspirations strand until 31 December 2026, covering linear TV, streaming, catch-up and social media. The activity will run January to March and again October to December; it is set to deliver nearly 160 million impressions over the year. The sponsorship includes shows such as Come Dine With Me and Jamie Oliver titles.
The ads will build on the ‘Time for the Good Life’ platform and spotlight hero products including Brie, Camembert, Butter and Emmental. The campaign aims to elevate the brand’s premium French quality, inspire at-home meal occasions and continue attracting shoppers into the category. The partnership also taps into the strong affinity between shoppers and Channel 4’s food-focused audience of culinary enthusiasts who value quality, taste and everyday inspiration.
