Boursin: From the Christmas cheeseboard to the summer picnic blanket

Boursin, the French cheese, turned around a failing marketing model by refocussing on new customers and expanding sales opportunities, resulting in large increases in sales and penetration.

Campaign details

Brand: BoursinAdvertiser: BelEntrant: Spark FoundryCategory: Single MarketPrincipal authors: Joe Wood, Spark FoundryContributing authors: Lynne Quinn, Spark Foundry

Executive Summary

Boursin had been in long-term decline, with decreasing sales and penetration in a growing category. To compound matters, the brand had an over-reliance on the Christmas period to drive sales. In response, concerted effort was devised across a range of marketing functions and agencies, with a single-minded focus on increasing usage occasions and de-seasonalising the product, in order to halt and reverse the declines in sales and penetration....

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