Lactalis UK & Ireland has announced a multimillion-pound advertising investment for its Président brand.
Designed to strengthen awareness and reinforce its association with the ’French Good Life’ and superior quality, the campaign is reportedly set to deliver nearly 160 million impressions in 2026.
The advertisement will build on the company’s established ‘Time for the good life’ marketing campaign and spotlight cheeses including brie, camembert and emmental.
The brand will be the sponsor of Channel 4’s food programming, as well as UKTV’s Cooking Inspiration strand, from 1 January to 31 December, which includes the likes of Come Dine With Me and Jamie Oliver titles.
The partnership spans TV, streaming, catch-up services and social media, running from January to March, before returning from October to December.
“Président is a brand that embodies quality, pleasure and the ’French Good Life’, and this renewed investment marks a major step in further strengthening its connection with UK shoppers,” said Héloïse Le Norcy-Trott, group marketing and category director at Lactalis UK & Ireland. “Channel 4’s food programming is a natural home for the brand -– reaching consumers who value great taste, enjoy experimenting in the kitchen and look to elevate the everyday.”
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