Boursin was seen as a Christmas cheeseboard staple, leaving it rarely purchased or even thought of throughout the rest of the year. But the boldness of summer is reflected within Boursin with its unique and distinctive flavour.

So we encouraged everyone to be as bold as Boursin throughout summer, launching with a vibrant, special-edition pack design. OOH and retailer media delivered the brand message at scale, engaging content and brand partnerships gained additional reach on social media, and we visited nine summer food festivals, with a drive-to-purchase coupon making all activity work extra hard.