FDBusiness.com

Lactalis UK & Ireland has invested in Président with a new campaign in 2020, which represents a £2.5 million investment in the brand this year. As part of the campaign, Président will be continuing its successful sponsorship of the popular Channel 4 cooking show, Come Dine with Me, for the third consecutive year.

The sponsorship, which runs from January to March, September and again from November to December, is part of a wider marketing campaign aimed at raising awareness for the brand amongst its key target audience of ABC1 women and driving brand differentiation. As part of the Come Dine with Me sponsorship arrangement, a 15 second Président advert will play at the start of each episode, followed by five second bumpers either side of each commercial break and a 10 second bumper at the end of the show. The sponsorship will feature three impactful idents, which will promote Président cheese and butter range. The sponsorship will reach approximately 16 million people in total and has a media value of £2.2 million.

The Come Dine With Me sponsorship is part of a wider campaign called “Time for the Good Life”, which will also reach 9 million through a targeted YouTube advertising campaign that sees customised messages sent to relevant users.

Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, says: “‘Time for the good life’ campaign aims to link the French lifestyle of slowing down the pace and enjoying life’s simple pleasures with President’s quality and expertise. We are confident that this high-profile sponsorship of Come Dine With Me will significantly increase brand relevance for both President cheese and butter.”

The Président brand is worth nearly £29 million, with its cheese business representing £14.7 million value sales and butter representing £13.8 million value sales[i].

Lactalis UK & Ireland is the UK subsidiary of Lactalis Group, the world’s largest cheese manufacturer. Lactalis UK & Ireland distributes a range of leading cheese brands, including: Seriously, Seriously Spreadable, Galloway, Orkney, Galbani and Président. The company owns a number of creameries in the UK, where its home-produced cheese brands are produced, cut and packed. Lactalis UK & Ireland exports UK-produced cheese to 70 countries.

[i] IRI Data, Major Multiples, 52 w/e 1 February 2020