Bel UK is to launch a summer campaign this month to push Boursin as a cooking ingredient.
Fronted by Celebrity MasterChef winner Lisa Faulkner, the campaign aims to encourage consumers to use the cheese as an ingredient and to try all its flavours.
Faulkner has created five recipes using Boursin that will appear in online and print publications. She will also give interviews with lifestyle magazines.
Boursin was an indulgent brand with premium foodie credentials, said James King, Bel UK marketing director. “We are looking forward to generating some strong awareness of how easy it is to cook with and how many delicious flavours and formats there are.”