Bel UK has launched an advertising campaign to boost the profile of its Mini Babybel during the back-to-school season.

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The four-week campaign caps a GBP3m (US$5.5m) marketing spend for Babybel during 2008 and will emphasise the products “real” cheese credentials.


The TV commercials will be supported by POS promotional activity and online activity.


Jean-Paul Pelaez, head of category management at Bel UK, said: “The back-to-school time is a key period because a brand such as Mini Babybel is very much in demand by parents looking to cater for the in-term needs of their children including their daily lunchbox meals.


“This campaign will help to refresh brand awareness among parents with kids after the summer holidays, encourage frequency of purchase and continue to stimulate trial among women aged 16-34.”

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