Cheese brand Babybel has launched a major seven-figure campaign ‘Join the Goodness’ to raise brand awareness ahead of the key back-to-school period.
Backed by a £1m investment into the promotional push, the creative will focus around Babybel’s new ‘Snack Heroes’ range, which will see the return of brand characters Big-Bel, Super-Bel and Flexi-Bel.
Running across TV and video-on-demand, this campaign will mark the brand’s return to cinema screens for the first time in five years, in a bid to drive concerted consumer engagement.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“Our engaging new campaign is set to shine a spotlight on the goodness of Babybel, driving further appeal for the range, which long holds pole position as a lunchbox staple,” Babybel senior brand manager Ollie Richmond said.
“Timed to coincide with the key back-to-school sales period and the anticipated rise in lunchbox occasions, retailers should set the scene for a star performance by maximising off shelf visibility, secondary sitings and meal deals to capitalise on the lunchtime occasion.”
The 360 campaign will also feature a new limited-edition set of Babybel packs, including the new ‘Snack Heroes’, who will look to embody the ‘goodness’ of Babybel as a 100% real cheese snack.
