The multi-million pound campaign, created by RKCR/Y&R, launches on the 2 March. The TV ad returns to the original ad setting of a tongue-in-cheek idyllic countryside and shows a young French couple enjoying a summer picnic with the obligatory bread, booze and Boursin, but they get a rather unexpected interruption.
The ad will be supported by a nationwide press activity.
Fromageries Bel acquired the Boursin brand last year and is introducing three new variants of the original garlic and herb cheese.
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