Boursin to sponsor 9pm film on Film4 in year-long partnership

Bel UK, OMD UK, Y&R London, Kaper, Popcorn and 4 Sales are excited to reveal the brand’s biggest ever TV sponsorship. The year-long partnership between Boursin®, the number one speciality cheese, and the 9pm film on Film4 is launching from 10th April.

The multi-million-pound investment, including PR & Digital, was negotiated by OMD UK together with 4 Sales and created and produced by Y&R London. The campaign is set to make Boursin® synonymous with the indulgent evening snacking occasion and provide brand visibility 365 days of the year to create the perfect opportunity to maximise evening snacking sales.

Paying witty homage to French art house cinema in a nod to the heritage of the brand, the creative also builds on the classic Boursin strap line with ‘Du pain, Du vin, Du 9pm Film sponsored by Boursin.’.

Steve Gregory, Marketing Director at Bel UK, said “We’re delighted to be partnering with Film4 for our biggest ever TV sponsorship. With 49% of all snacking occurring in the evening, Film4 provides the perfect opportunity to maximise brand visibility for Boursin. Working hand in hand with OMD UK and Y&R London, this has been a truly collaborative process and we very much look forward to working with Film4 over the next year.”

Jon Burley, CCO Y&R London, said “We are thrilled to have had the opportunity to develop such a playfully apposite campaign for one of the world’s biggest food brands.”

Rupinder Downie, Partnership Controller at Channel 4, said “This partnership provides Boursin® with the ideal opportunity to promote its speciality cheeses. Being associated with top quality content, Film4 is a much sought after brand for sponsors and it’s a perfect fit for Boursin®.


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