Mini Babybel, the cheese from Bel UK, is back on TV screens this week with a brand new advertising campaign. On air from the end of this month, the new creative sees the brand unveil ‘”The SuperCheese” – a talking Mini Babybel “superhero” character intended to strengthen the brand’s emotional connection with consumers.
The marketing investment starts with a three-week TV burst which is being backed by a cinema campaign on air until September, plus digital activation, in-store promotions and further support throughout the year.
Steve Gregory, Bel UK marketing director, comments: “Consumers have always been creative with Mini Babybel. Having been a firm favourite in households for many years, we feel now is the right time to capitalise on this existing behaviour with a fun and unique character that we think consumers will love.
“We are dedicated to accelerating category growth and we are heavily investing in advertising to ensure consumer demand is at an all-time high. This provides a huge sales opportunity for retailers, so we are encouraging them to replenish their stock now.”
Mini Babybel is enjoying a period of growth, up +1.4% YoY [Mini Babybel Total brand Value Sales; Total Market MAT; Nielsen data wc 25.04.2015], and Gregory says Bel has “ambitious plans to grow the brand further through strong investment backed by impactful in-store campaigns to provide retailers with the confidence that the brand will remain a best seller.”