Président Time for The Good Life

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Come Dine with Président

To a British audience, Président French cheese and butter has traditionally been reserved for ‘special occasions’. The perception that the quality, rich and indulgent taste was a treat for dinner parties or Christmas only was limiting both brand and category growth, so our task was to challenge this perception and reveal Président as a brand to be enjoyed every day, whilst preserving its continental ‘specialness’.

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. A slower pace, time to connect with loved ones in the beautiful outdoors over good food was a sign of the good life.

We created Time for the French Good Life – a series of beautiful vignettes shot in Provence’s lavender fields, on cobbled backstreets and evening sun rooftops to bring to life the specialness of every day moments with friends and loved ones, with Président at the heart.

The vignettes formed a suite of idents for sponsorship of Come Dine With Me, along with outdoor media and in-store activation, connecting our British audience with a taste of the French good life every day.

Digital Outdoor

BBC Good food takeover

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