Président – #1 French continental cheese brand and #1 branded brie[i] – taps into the summer of sport excitement with ‘Enjoy Paris’ on-pack competition.
Lactalis UK & Ireland, the leading global dairy company, is leveraging excitement around Paris being the home of sport this summer, with a new campaign to promote its award-winning Président range of French continental cheeses, butters and cream. As part of the campaign, packs will be branded with an exciting competition to win a weekend for two people in Paris to experience the French good life, and grab hundreds of instant prizes. The activity is designed to re-engage lovers of French cheese and butter with the President brand, as well as confirm the Président brand as the authentic taste of France.
The ‘Enjoy Paris’ competition aims to engage consumers across multiple contact points. The story starts with “Time for the good life” 20” and 30” high reach ads on Channel 4, ITV and Sky Video on demand and YouTube channels – running until 28th April, set to make over 16 million impressions. Followed by point-of-sale instore and online activations from May to July, with limited edition ‘Enjoy Paris’ packs – of Président Brie 200g, Président Camembert 250g and Président Unsalted Butter block 250g – available from May. The special packs feature a call to action and QR codes linking consumers to play an online game, running from March to August, inviting them to find the matching pairs between iconic Paris illustrations and French Président products, for a chance to win instant prizes of Président tote bags and aprons, and enter the draw for the weekend in Paris for two.
Heloise Le Norcy-Trott, Group Marketing & Category Director for Lactalis UK & Ireland, says: “We’re going for gold with this exciting competition! ’Enjoy Paris’ is great news for our trade customers and consumers alike, bringing attention to the category, driving visibility of our product range and encouraging shoppers to try other products. It is set to strengthen the Président brand’s engagement with shoppers, increase purchase intent and basket size. We’re also aligning our brie and spreadable butter retail promotions in multiple retailers this summer with our online and instore activations and taking a Président brand approach to on shelf standout.
“What’s more, the promotion leverages the excitement around Paris, home to the biggest sporting event in the world this year, taking place from the end of July to mid-August. All in all, it’s a perfect fit for Président, as the number one French continental cheese and butter brand, bringing the authentic flavour of France to food lovers’ tables.”
Stocks of limited-edition ‘Enjoy Paris’ packs of Président Brie 200g, Président Camembert 250g, and Président Unsalted Butter block 250g, will be available from mid-May to mid-August.
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