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Friday, 07 November 2008 |
 Bel UK is serving up a slice of festive fun for cheese buyers - with the launch of seasonal packs for The Laughing Cow and Cheez Dippers that will boost shelf standout and sales during a key trading period.
The company is also boosting awareness of Mini Babybel with a burst of pre-Christmas TV advertising to ensure the brand is front-of-mind with shoppers.
Bel UK is celebrating Christmas in style with design updates for The Laughing Cow and Cheez Dippers that add colourful festive imagery to the packaging - creating "theatre" on the fixture and tapping into the spirit of the season.
Jean-Paul Pelaez, Head of Category Management at Bel UK, said: "We are boosting the retail impact of these brands during the pre-Christmas period - a key time for cheese sales - to draw people towards the fixture and stimulate impulse purchase.
"Seasonal packaging will also help these brands to perform strongly during the run up to Christmas and New Year when there is an increase in cheese business because of the rise in entertaining and social occasions."
The festive makeover caps a period of sales success for The Laughing Cow which has benefited from a multi-million pound advertising campaign in 2008 - including the first TV advertising for Triangles in ten years. The Laughing Cow is showing very strong value growth of 17.8% in the cheese spreads category.
For the new-look Christmas pack, the iconic Laughing Cow character has been given a seasonal touch and the background features a classic scene of snow and Christmas trees. The seasonal packaging for Cheez Dippers also features a festive makeover for The Laughing Cow character set against a snowy landscape. The limited-edition festive packs are now available to retailers.
Festive TV Support:
Bel UK is emphasising the Mini Babybel's "real" cheese credentials with a week-long burst of TV advertising which will be launched on December 15 - at the height of the pre-Christmas shopping rush.
Set in a make-believe miniature cheese factory complete with suitably scaled-down workers, the quirky commercial delivers the message: "Mini Babybel: Real Cheese - only smaller". The TV support will ensure that brand awareness is high during a key trading period for retailers.
Source: Bel UK
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