Lactalis McLelland launches new campaign for cheese brand Président

UK – Lactalis McLelland, the UK subsidiary of Lactalis Group, has started a new advertising campaign for its cheese brand Président in collaboration with creative agency Initials.

Due to run for the next eight months in the UK, the Time For The Good Life campaign features fields of lavender and rural village street scenes, imagery designed to evoke the slower pace of the south of France.

FoodBev reported that the new creative marks a repositioning for the brand, which has traditionally relied on specifically Parisian-focused imagery.

“The French provenance of the Président brand has always been of central importance to UK consumers’ perception of the product, but what it actually means to them has changed over time,” said Heloise Le Norcy-Trott, group category and marketing director at Lactalis McLelland.

“As a result, we wanted to start [to] put the focus on the idealised French way of life, or French ‘good life’, instead showcasing beautiful summer Provencal settings to better align with consumer desires.

Initials took this insight and ran with it, creating a beautiful campaign for us that perfectly illustrates what the French dream looks like today for our consumers.”

“The insight that fed into this repositioning work surfaced some interesting points, from British consumers’ romantic notions of France in general, through to their thoughts on the Président brand specifically,” said Rachel Jackson, strategist at Initials.

“Président is a well-regarded well-known brand, but the high-end nature of the product means it is sometimes seen as more of a treat than an everyday item.

The activations we’ve worked on this time around, in particular the media channels we’re working with, will help to move the brand’s products into a more everyday position.”

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