Lactalis UK & Ireland invests in Président with TV sponsorship
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.
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.
Heloise Le Norcy-Trott, group marketing director for Lactalis UK & Ireland, said: “‘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.