‘Du pain, du vin, du Boursin’ – the story of a classic French advertisement

Rarely has the KISS principle (Keep it simple, stupid) been as effective in advertising as the famous slogan (on both sides of the Channel) to promote the soft herb/garlic cheese, Boursin.

Bread, wine, Boursin‘ is ingrained in the brains of all French people of a certain age and, indeed, of many in the UK too.

Roots in Normandy

François Boursin founded his cheese dairy in 1957 and gave his own name to the brand in 1963.

It was invented in a dairy in Bonneville-sur-Iton, a village near Evreux (Eure, Normandy).

While Boursin is now classified as an “industrial cheese”, it was originally considered a fresh cheese.

Read more: The French spreadable cheese La Vache Qui Rit celebrates its 100th anniversary

Positioned on the market as cheese

The clever combination of bread and wine in the advertising slogan (which was very successful from the 1970s to the 1990s) meant that the consumer saw it as a cheese, and therefore ideal for the cheese dish or picnics at instead of dessert.

However, some forward-thinking mass marketers had already firmly established the brand in the consciousness of French consumers.

Read more: MAP: A tour of France in local cheeses – how many have you tried?

Pioneer of television advertising

On October 1, 1968, a sketch featuring actor Jacques Duby – as an insomniac who repeated “Boursin! Boursin! Boursin!before indulging in Boursin in the middle of the night – was the very first of five brand advertisements authorized for the first time on French television.

Publicis, an agency founded in 1925, reserved the ads.

The others concerned Régilait milk powder, Schneider household appliances, Bel mesh and Virlux butter.

Previously, only unbranded agricultural producers (canned peas, Agen prunes, Breton artichokes) were authorized to advertise food on television.

Related Articles

Enter the world of the television series Friends during an immersive show in Paris

Wall advertisements from the golden age of French advertising preserved

The shooting of the very first entirely French film by Woody Allen begins in Paris

Comments are closed.