Lactalis McLelland has launched a £1 million digital marketing campaign for its continental cheese brand Président in the UK.
The aim of the campaign, which is targeted at women aged between 35 and 54, is to inspire consumers with ways to slow down and enjoy the French good life by choosing products within the Président range.
The French Good Life campaign features digital and social media activity, including Facebook, Instagram, YouTube and Twitter. It will be supported by in-store and promotional activity, lasting until December.
Lactalis McLelland sales director Mike Chatters said: “Our digital media campaign is intended to appeal to both existing and new Président users, targeting channels we know they consume.
“The creative execution, which features the strapline ‘avec plaisir’, has been developed to inspire people on ways to enjoy our products and is expected to reach over 16.7 million consumers throughout its duration. We look forward to bringing ideas and inspiration to consumers through this activity.”
Last month Lactalis McLelland unveiled a new look for its Seriously Spreadable range in the UK which included a packaging makeover and new brand identity, aiming to broaden its appeal among families.
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