Extraordinary Out of Home Campaign Positions Boursin as the Big Cheese of Festive Occasions

This Christmas Boursin®, the UK’s favourite indulgent cheese brand¹, is taking festive celebrations to new heights with an elevated out of home campaign. Reflective of the new Extraordinary Begins with Boursin®brand equity, the bold, larger than life creative is designed to turn heads while positioning Boursin® as the big cheese of seasonal occasions.

Two awe-inspiring three-dimensional charcuterie boards form the showstopping centrepiece of the campaign. Produced by experiential agency St Marks Studio, these elevated installations, located at Quaker Street and Westminster Bridge, London, are expected to reach over 4.3m people.

The Quaker Street billboard is more than a feast for the eyes; it’s an interactive experience. Featuring tear-away recipe cards, it invites passers-by to engage and be inspired. Designed to spark creativity, it encourages people to unleash their inner host and discover how Boursin® can transform ordinary ingredients into extraordinary dishes beyond the cheeseboard occasion.

“This is more than an ad—it’s an experience,” said Heather Williams at St Marks Studio. “Extraordinary begins when creativity meets indulgence, and this campaign epitomises the joy of festive moments made unforgettable with Boursin®. By bringing the brand to life in such an extraordinary way, we’re reminding consumers why Boursin® is the ultimate cheeseboard hero.”

The multifaceted media strategy will ensure Boursin® is everywhere food enthusiasts turn this festive season. From partnerships with the Food Network’s festive programming and foodie content creator Twisted to a robust AV campaign and engaging social activations across TikTok, Instagram, and Pinterest, Boursin is set to serve up extraordinary food and extraordinary moments at every touchpoint.

In tandem with its bold advertising, the “Extraordinary Begins with Boursin®” brand equity was brought to life with a heartfelt and meaningful PR campaign from Popcorn PR. Unveiled last week, the Boursin® Care-staurant captured the spirit of the season, forging emotional connections and showcasing the extraordinary moments that unfold when people come together over food.

Guests at the pop-up Care-staurant, in London’s Old Street, were treated to four-course festive feast, created by chef Jon Watts and featuring Boursin® in every dish. Priced at just £5, the event supported Boursin’s charity partner, FoodCycle, with every donation tripled by the brand, taking the total raised to £45,000 over the past two years—the equivalent of 19,000 hot and nutritious meals for those experiencing food poverty or social isolation.

Anna Petsi, Senior Brand Manager at Boursin®, added: “The festive season is about sharing extraordinary moments, and with this campaign, we’re elevating those moments, whether it’s around the dining table or through giving back to the community.”

The Extraordinary Begins with Boursin® campaign marries bold creativity with festive spirit, driving brand visibility and consumer engagement during the most indulgent time of year.

¹ IRI Total Grocery + Discounters: Indulgence cheese 52 w/e July 13, 2024

Source: St Marks Studio

  Advertising, Boursin, Campaign, Christmas, London, OOH, St Marks Studio, UK