Boursin’s new Christmas campaign perfectly pairs two of Britain’s biggest festive loves: cheese and iconic rom-coms.The nation’s favourite indulgent cheese brand*, Boursin is entering the festive advertising season with a creative platform set to be a true Christmas cracker. Fronted by TV favourite Fred Sirieix, the content series taps into the rituals that define the season, from decadent cheeseboards to the annual rewatch of beloved festive rom-coms.
Developed by Popcorn PR, the ‘From Com, Fred’s very own homage to fromage, places Boursin at the heart of a culturally rich festive territory, delivering a playful new take on Britain’s most-loved rom-com moments.
Built as a PR-led creative designed to earn its place in the Christmas advertising conversation, the series blends humour, nostalgia and Fred’s trademark charm to create a uniquely “cheesy” celebration of the season.
Grounded in new research by the brand, which revealed Britain’s most cherished festive film moments, the parody videos blend Fred’s passion for food and romance, putting Boursin at the heart of every festive love story.
Anna Petsi, Senior Brand Manager at Boursin, said: “Our research showed us that food and film are two of the UK’s most cherished Christmas traditions. So this year, we wanted to bring them together in a fresh, playful way – celebrating those little festive rituals that feel truly unmissable, like sharing an indulgent cheeseboard with the people you love.”
The PR activity forms part of a wider multi-channel media campaign Boursin’s biggest investment of the year, with a £2 million spend, designed to make the brand truly unmissable in homes across the UK this Christmas.
The plan blends video, audio, out-of-home, partnerships and social amplification, ensuring consistent reach, premium creativity and cultural relevance throughout this key season.
The ‘From Com’ series, among other festive content from the brand, will have a consistent presence across TikTok and Meta ads throughout the lead-up to Christmas, expecting to record over 23 million impressions before the big day.
Also visible on prominent BVOD channels including itvX and Sky Media, Boursin will appear across key festive food and lifestyle programming with highly relevant placements, as well as activating a key primetime sponsorship of the Food Network throughout the festive season.
Brits won’t just see the brand this Christmas – they’ll hear it too. Boursin is rolling out festive audio ads, including some featuring From Com star Fred, across beloved festive music stations such as Heart Xmas, Smooth Christmas and Classic FM this year.
Visible out and about, capturing Brits who are making their way to festive events or on a shopping trip for Christmas gifts, a nationwide out-of-home campaign using 3D Hypergram technology will capture attention in high-footfall locations like roadside and rail, as well as at point-of-sale.
And the icing on the Christmas cake features a partnership with Immediate Media, showcasing the true versatility and creativity that Boursin cheese can bring to kitchens this festive season.
Anna Petsi, senior brand manager at Boursin, continued: “The festive season is all about sharing extraordinary moments with loved ones. Our amplification plan leading up to Christmas brings that spirit to life through humour, nostalgia and indulgence, making Boursin a part of Brits’ most joyful Christmas moments. It’s just not Christmas without Boursin.”
