Cheese brand Boursin is using ski culture to expand the scope of where and when its products can be consumed in the latest stage of its masterbrand strategy.
The national campaign, created with agency partner Havas Creative Canada in collaboration with Spark Foundry and National Public Relations, runs through March and includes OLV, OOH, social and PR.
It was initially linked to a February experiential component that transformed Mont Sutton Ski Resort in Quebec’s Eastern Townships into a bona fide après-ski experience where skiers returned from the slopes to discover a chalet transformed to include DJs and food platters stocked with Boursin products.
The brand says imbedding products into new and unexpected consumption moments is a strategic priority.
“The Boursin brand has been built around bringing people together and the joy of sharing moments,” says Marie-Eve Robert, VP of marketing and sustainable development at parent, Groupe Bel. “Skiing, and inevitably après-ski, an essential part of Canadian culture, was the perfect opportunity to introduce Boursin and elevate the experience, creating a new ‘Boursin moment’ that resonates with the brand.”
As Havas CCO Jack Latulippe tells strategy, Boursin is working to open up new dining experiences for the brand beyond traditional platter-cheese occasions such as Christmas and Easter. In the past, Boursin brand work has emphasized alternative dining occasions such as brunch.
“By showcasing how we can transform many moments in Canadian culture, we insert ourselves in the broader conversation,” he says.
A vintage ski-poster-style campaign supports the activation, offering a nod to traditional après-ski imagery with complementary material including contextual advertising on-site and an online presence featuring recipes designed to satisfy après-ski appetites.
