Boursin is launching its 100% vegetable cheese made from coconut and rapeseed, in response to an increase in demand from vegan and flexitarian consumers. Of course, this does not detract from the taste and creaminess so beloved of Boursin, all in its classic Garlic and Herbs flavor. In addition to allowing the brand to rebalance itself to satisfy a greater number of consumers, the production of cheese from plant proteins is less CO2 intensive.
A small step for the Earth, a big step for the taste!
The challenge
For this campaign, Boursin wanted to target flexitarian foodies between the ages of 29 and 54, inspiring them with simple and delicious recipes. By veganizing their range, the brand wanted to prove that a plant-based cheese can be just as tasty and can become a new playground for culinary explorations.
Photo Credit : @foodbymariaTo make Canadian foodies’ mouths water, Fromageries Bel mandated Made in to carry out a Canada-wide influencer campaign. A total of 11 influencers shared content that was each more appealing than the last. The main objective was to promote the product and prove that a 100% vegetable cheese is not only for vegans. But how to achieve this? The recipe is quite simple: the influencers demonstrated that thanks to Boursin dairy free, it is easy to impress your guests during a gourmet and convivial moment around a cheese plate!
Deployment
The content was deployed on 2 platforms, namely Instagram and Tiktok, in order to get some traction from the flexitarian millenials target. The message shared by the influencers was meant to be simple yet appetizing: Boursin without dairy products makes no compromises, it offers the same great signature taste as regular Boursin as well as an equally smooth texture. The recipes presented are both unique and accessible, for all occasions and times of the day.
Photo Credit : @vgoudreaultThis campaign achieved excellent results, both in terms of impressions and engagement. Thanks to the quality of their content, the influencers reached a large audience interested in cooking, lifestyle, ecology and plant-based products.
A total of 58 pieces of content were created, including TikTok videos, Instagram posts and stories, the format that generated the most impressions. The appetizing recipes and aesthetics provided by the influencers have aroused the curiosity of the target audience.
A media amplification strategy developed by Made in also allowed the campaign to reach a wider audience, with up to 5.2 million impressions in total.
