French cheese brand Boursin is launching a television ad as part of its first brand campaign for a decade.
The TV ad depicts a country idyll inspired by classic French cinema. A young couple enjoy a summer’s day strolling through meadows and settle down for a picnic before an unexpected ending. It debuts on March 2.
The campaign has been crated by Rainey Kelly Campbell Roalfe/Y&R, which won the account in May 2008.
The brand’s strapline “Du pain, du vin, du Boursin” is being updated by new Boursin owner Fromageries Bel. The line was last used in a TV ad 10 years ago.
Boursin is also adding three brand extensions to its original cheese: Pepper, challot & chive and a Light version.
Boursin sponsored a series of crime dramas on ITV3 last year with humorous idents.