Babybel is getting playful and offering multiple touchpoints to connect the brand to familiar usage occasions.
“The Fun Kind of Good,” the cheesemaker’s new global platform by Havas agency Providence, underscores the brand’s commitment to creating fun and nutritious moments for Canadians with busy lifestyles.
The hero spot is rooted in positivity, with red cues that nod to the brand’s wax-coating identity and an emphasis on Babybel’s 100% Canadian milk ingredients sheet.
“Babybel is more than just a snack, it’s a moment of joy in your day,” says Marie-Eve Robert, VP of marketing and sustainable development at Groupe Bel, the brand’s parent. “Whether it’s in a lunchbox or a purse, Babybel is the perfect snack on the go for everyone in the family.”
Robert tells strategy that having a presence in the market now positions Babybel favourably for the next festive season when families in large numbers are seeking out snacking solutions that cater to the whole family.
“This timing is strategic to capitalize on heightened family activities and their need for convenient snacks,” she says.
Babybel designed the campaign to resonate with young households and engage at multiple touchpoints of a family’s daily snacking routines.
The work was developed in collaboration with Spark Foundry on media and rolls out nationally on TV, OLV, social and OOH.
The brand’s last significant 360 campaign took place last fall.
“Previous efforts were more heavily geared towards video touchpoints,” Robert says. “This time, we’re intercepting consumers during their daily routines, from their commute to their digital activities and onto their living rooms.”
