TV presenter Fred Sirieix has partnered with French cheese brand Boursin to “elevate at-home entertaining”, with the launch of a “playful” PR-led campaign.
The creative sees the First Dates and Million Pound Menu star put his tastebuds to the “ultimate test” with Boursin’s new Plant-Based alternative, with the campaign aiming to tap into the growing appetite for at-home entertaining.
The brand’s promotional partnership with Sirieix is based off the insight that despite 65% of Brits claiming to be adventurous eaters and nearly three-quarters (74%) saying they’re open to trying new things, six out of ten adults admit to disliking certain foods without ever having tried them.
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“Brits claim to eagerly embrace culinary trends and global flavours, but we can be surprisingly prejudiced when it comes to certain foods, and that’s one of the biggest barriers to discovery,” said Sirieix.
“Many ingredients especially plant-based alternatives to cheese face huge negative preconceptions. But even the most discerning foodies were fooled by Boursin Plant-Based when we let taste do the talking, they simply couldn’t differentiate it from dairy.”
This new campaign will mark the latest instalment in what Boursin is calling a “bold, long-term marketing strategy”, that aims to take it from a seasonal cheese board staple to a “versatile, year-round indulgence.”
Dining and Cooking