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Savour the moment with President Cheese

Savour the moment with Président Cheese

Posted by emma.critchley | 16 May

About the brand

Président is the number one FMCG brand in France (83% household penetration) but is seen by UK consumers as too premium for everyday consumption. They stand for great taste, superior quality and sheer indulgence.

The campaign

Savour the moment with Président.

The audience

Busy ABC1 audience, over 45, working 9-5.

The brief 

Brand awareness in the UK was excellent (67% higher than private label) but, conversion to purchase was an issue. They needed a promotion that convinced consumers at point of purchase and encouraged them to treat themselves more regularly with Président.  


90% of all purchasing decisions are not made consciously. Brands and products that evoke our emotions always win. 


Free bottle of J.P. Chenet wine with the purchase of two promotional packs of Cheese.

Customer Journey

1. Customer purchases two promotional packs of Président Cheese and is directed to the promotional website via the on-pack sticker.

2. Customer enters their details, uploads proof of purchase and chooses their preferred bottle of J.P. Chenet wine.

3. Once validated the customer received a confirmation email and was sent their bottle of wine in the post.

TLC Scope


•Partner negotiation and fulfilment 

•Creative assets used for POS, email, digital display and promotional website

•Promotional website design and build

•Customer services

•Campaign management


Target: Own the 8’oclock ‘sofa’ moment and increase brand loyalty.

Results: This campaign received the highest number of customer testimonials TLC had seen that year with one customer sending in a picture of them enjoying their cheese and wine on the sofa.

The campaign has made the IPM Awards 2017 list of finalists. Results to be announced on 7th June 2017 at the Hilton, Park Lane.  

For quantitative results please get in touch with the team on 020 7725 6000 or drop us an email, lets.talk@tlcmarketing.com.