The easy approach

New cheese campaign

Président cheese new advertising campaign
The Good Life now has an online hub.

FRENCH cheese brand Président is being pushed in a media campaign aimed at the 40 to 65 age group.

Héloïse Le Norcy-Trott, group marketing director for brand owner Lactalis UK & Ireland, said: “Président has been performing extremely well over the past 12 months, with it currently seeing double digit value and volume sales growth.

“The new campaign, which will build on this success, is designed to drive awareness and take brand love one step further over the summer months.”

Encouraging consumers to take things at a slower pace and make time to enjoy the good life, the campaign includes advertorials and digital displays.

The brand will also sponsor three episodes of The Olive magazine podcast and will have a branded Good Life hub with a video series all about how consumers can make time for the Good Life and offering tips and tricks for using Président in recipes.

IRI data from February 2021 revealed that the Président cheese brand is growing at 39% in value and 34% in volume sales year on year and Lactalis compares this to butter which is growing 12% in value and 14% in volume.