Extraordinary Out of Home Campaign Positions Boursin as the Big Cheese of Festive Occasions
Boursin® has elevated its festive marketing with an Out of Home (OOH) campaign that is nothing short of extraordinary. This innovative and creative campaign does more than just showcase Boursin® as a premium cheese—it positions the brand as an essential part of the festive dining experience. With a blend of interactive installations, strategic partnerships, and a charitable component, Boursin® is carving out a prominent place in the hearts of food lovers this holiday season.
A Three-Dimensional Feast for the Eyes
At the heart of Boursin®'s holiday campaign are two awe-inspiring, three-dimensional charcuterie boards that act as the centerpiece of the OOH installations. Created by the experiential agency St Marks Studio, these stunning installations are strategically placed at two key locations in London: Quaker Street and Westminster Bridge. These immersive displays are expected to reach over 4.3 million people, ensuring that Boursin® is visible to a vast audience.
But these installations are not just about their visual appeal. They are designed to captivate and engage. The Quaker Street billboard, in particular, is more than just a feast for the eyes—it's an interactive experience. Featuring tear-away recipe cards, it invites passers-by to engage with the display, take home ideas, and be inspired to use Boursin® in their own holiday cooking. By combining creativity and indulgence, the campaign encourages people to discover how Boursin® can elevate ordinary ingredients into extraordinary dishes, going far beyond the typical cheeseboard experience.
Bringing Creativity and Indulgence Together
The goal of the campaign is clear: to inspire creativity and elevate the festive dining experience, all while showcasing Boursin® as the ultimate cheese for any occasion. Heather Williams, from St Marks Studio, commented, “This is more than an ad—it’s an experience. Extraordinary begins when creativity meets indulgence, and this campaign epitomizes 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 campaign's multifaceted media strategy ensures that Boursin® is everywhere food enthusiasts turn this festive season. In addition to the OOH displays, Boursin® has teamed up with popular food-focused platforms and creators to further amplify its reach. Partnerships with the Food Network’s festive programming and foodie content creator Twisted are key components of this strategy. The brand also has a robust audiovisual (AV) campaign in place, along with engaging social media activations across TikTok, Instagram, and Pinterest. These efforts combine to create a unified presence that ensures Boursin® stays top of mind for food lovers during the most indulgent time of the year.
A Heartfelt PR Campaign That Gives Back
But the campaign isn’t just about indulging the senses—it’s also about giving back. The “Extraordinary Begins with Boursin®” brand equity was brought to life through a heartfelt and meaningful PR campaign from Popcorn PR. Unveiled last week, the Boursin® Care-staurant pop-up captured the spirit of the season by focusing on emotional connections and highlighting the extraordinary moments that unfold when people come together over food.
The Care-staurant, located in London’s Old Street, treated guests to a four-course festive feast created by chef Jon Watts, with every dish featuring Boursin®. The event, which was priced at just £5 per ticket, supported Boursin’s charity partner, FoodCycle. In a generous move, Boursin® pledged to triple every donation made, raising a total of £45,000 over the past two years. This sum is equivalent to 19,000 hot and nutritious meals provided to individuals facing food poverty or social isolation.
This initiative highlights Boursin®'s commitment not only to enhancing the dining experience but also to making a positive impact in the community. By aligning the campaign with FoodCycle, the brand reinforces the idea that extraordinary moments aren't just about delicious food—they are also about giving back and helping those in need during the festive season.
Elevating the Festive Spirit
Anna Petsi, Senior Brand Manager at Boursin®, reflected on the campaign’s broader message: “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.” Through this blend of creativity, indulgence, and generosity, Boursin® is redefining what it means to make the most of the holiday season.
The “Extraordinary Begins with Boursin®” campaign is an example of how bold creativity, thoughtful media strategies, and community engagement can work in harmony to drive both brand visibility and consumer engagement. By combining high-impact Out of Home advertising with social media activations and charitable efforts, Boursin® is ensuring that it is an essential part of both the holiday table and the spirit of giving this festive season.
From food enthusiasts looking to elevate their meals to those hoping to give back to their community, Boursin® is creating extraordinary moments at every touchpoint. Whether you're enjoying a festive cheeseboard or donating to a worthy cause, the campaign serves as a reminder that extraordinary experiences are best shared with others, especially during the holidays.
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