Boursin kicks off Film 4 sponsorship

Boursin, the French soft cheese brand, has agreed a year-long sponsorship deal with Channel 4 to advertise around the 9pm film on Film 4.

The multi-million pound deal, brokered between OMD UK and 4 Sales, will begin today with idents created by Y&R London.

The campaign is aimed at making the Boursin brand synonymous with indulgent evening snacking as people treat themselves watching an evening movie at home. 

The creative pays homage to French art house cinema in a nod to the brand’s heritage and builds on its familiar strap line "Du pain, du vin, du Boursin".

The idents carry the new line: "Du pain, du vin, du 9pm Film sponsored by Boursin". 

Steve Gregory, marketing director at Boursin brand owner Bel UK, said: "With 49% of all snacking occurring in the evening, Film4 provides the perfect opportunity to maximise brand visibility for Boursin."