Lactalis UK & Ireland has announced a significant new investment in its market-leading Président brand, launching a multi-million pound TV campaign designed to strengthen top-of-mind awareness and reinforce its association with the French Good Life and superior quality.
Worth £54 million and the #1 French continental cheese brand in the UK, Président continues to be a major driver of category growth. Its Brie, in particular, is outperforming the market with 7% value growth and 5% volume growth year on year (YOY), underlining the brand’s strong momentum and relevance to today’s shoppers[i].
Building on this performance, the brand will sponsor Channel 4 Food & Cooking Inspirations on U programming from 1 January to 31 December 2026, including Come Dine With Me and Jamie Oliver titles. The partnership spans linear TV, streaming, catch-up services and social media. Activity will run January to March, returning October to December, and is set to deliver nearly 160 million impressions over the year.
Creative executions will build on the established “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 leverages the strong affinity between shoppers and Channel 4’s food-focused audience of culinary enthusiasts who value quality, taste and everyday inspiration.
Héloïse Le Norcy-Trott, Group Marketing & Category Director, Lactalis UK & Ireland, said: “Président is a brand that embodies quality, pleasure and the French Good Life, and this renewed investment marks a major step in further strengthening its connection with UK shoppers. Channel 4’s food programming is a natural home for the brand – reaching consumers who value great taste, enjoy experimenting in the kitchen and look to elevate the everyday. We’re delighted to be partnering with Channel 4 once again in 2026 to showcase the breadth of the range and inspire even more meal occasions.”
[1] IRI 52 W/E 06th September 2025
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