If there is one truly inimitable taste, it’s that of Boursin®, and the brand knows this well. The iconic cheese in its aluminum wrap has been at the heart of trendy recipes in recent years, which is why the brand decided to launch its new product: Boursin® Cuisine, a creamy preparation ready to be incorporated into any dish!
To promote this culinary novelty, Boursin® enlisted Made in to develop an influencer campaign from May to August 2023. The main goal of this initiative was to increase brand awareness, aiming to resonate with a wide audience for the product launch and highlight its unique features. The strategy adopted by Made in involved recruiting TOP and celebrity influencers to convey the campaign’s key messages and maximize the visibility of Boursin® Cuisine.
The promotional strategy focused on creating recipes by renowned creators across Canada, particularly eminent chefs, which lent credibility and legitimacy to the product promotion. Their culinary expertise played a crucial role in presenting the product, thereby increasing its appeal to the target audience.
Thus, @andyseastcoastkitchen, a former finalist of Masterchef Canada Season 5, @troisfoisparjour, known for her inspiring and elegant videos as well as her culinary expertise, and @dennistheprescott, a famous chef and TV host (and a true Boursin® fan), were recruited for this campaign.
By partnering with these top influencers, the campaign successfully reached an audience of over 1.7 million foodies, who discovered the versatility of Boursin® Cuisine. The strategy, based on the influence of these chefs and top influencers, was a key element in the campaign’s success, positioning Boursin® Cuisine convincingly in the accessible gourmet market!
