French cheese brand Boursin launches its first brand campaign in a decade
26 Feb 2009
French cheese brand Boursin is launching a television ad as part of its first brand campaign for a decade.
Boursin was created in 1957 by Francois Boursin, a cheesemaker in Normandy, France. His first variety, Boursin Garlic & Fine Herbs, was inspired by a long-standing traditional dish - fromage frais (fresh cheese) served with a bowl of fine herbs, which allowed each person to create his or her own personally-seasoned cheese.
Boursin Garlic & Fine Herbs was the first flavoured fresh cheese to be sold throughout France, and was soon followed by Boursin Pepper. Today, Boursin cheese is a staple in the French kitchen, and is enjoyed by discerning food-lovers in 35 countries.
The TV ad depicts a country idyll inspired by classic French cinema. A young couple enjoy a summer's day strolling through meadows and settle down for a picnic before an unexpected ending. It debuts on 2 March.
The campaign has been crated by Rainey Kelly Campbell Roalfe / Y&R, which won the account in May 2008.
The brand's strapline ''Du pain, du vin, du Boursin'' is being updated by new Boursin owner Fromageries Bel. The line was last used in a TV ad 10 years ago.
Boursin is also adding three brand extensions to its original cheese: Pepper, challot & chive and a Light version.
