Lactalis UK & Ireland has launched a campaign across its Président dairy range tapping into Paris-related excitement ahead of this year’s Olympic Games

The ‘Enjoy Paris’ promotion sees an on-pack flash with a QR code across the brand’s range of cheeses, butters and cream, offering shoppers the chance to win a weekend for two in Paris as well as hundreds of instant prizes including branded tote bags and aprons.

Participating packs include Président Brie 200g, Président Camembert 250g and Président Unsalted Butter block 250g, and will be available from mid-May to mid-August.

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The campaign will be supported with adverts running across Channel 4, ITV, Sky Video on demand and YouTube until 28 April, followed by in-store PoS from May to July.

Heloise Le Norcy-Trott, group marketing & category director for Lactalis UK & Ireland, said: “’Enjoy Paris’ is great news for our trade customers and consumers alike, bringing attention to the category, driving visibility of our product range and encouraging shoppers to try other products. It is set to strengthen the Président brand’s engagement with shoppers, increase purchase intent and basket size.

“What’s more, the promotion leverages the excitement around Paris, home to the biggest sporting event in the world this year, taking place from the end of July to mid-August. All in all, it’s a perfect fit for Président, as the number one French continental cheese and butter brand, bringing the authentic flavour of France to food lovers’ tables.”

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