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Come Dine with Président

Objective

Encourage re-appraisal of President French cheese and butter as brands that are not reserved solely for special occasions.

Strategy

Deliver a taste of the aspirational French good life in every day moments, through a partnership with Come Dine With Me.

We created a series of idents to celebrate the good life: a slower pace, time to connect with loved ones in the beautiful outdoors over good food.

Understanding our audience’s perception of French was the key to the creative idea. To our slightly older, affluent consumer, the vision of urban, cosmopolitan Paris did not resonate – but thoughts of escaping to rural, peaceful Southern France represented a very real and accessible idyll.