Bel Group readies Boursin promotion
By Derek Winkler
Bel Group Canada is preparing a promotion for its Boursin cheese brand called “La Petite Fenêtre Boursin.” It will consist of one-day installations in Toronto and Montreal conducted in collaboration with chef Laurent Dagenais. On Aug. 2 in Montreal and Aug. 8 in Toronto, the company will place cheeseboard-themed displays in the windows of two participating retailers.
“I wanted to create something that felt indulgent but totally unpretentious, like you're sharing a board with your best friends in the south of France,” said Laurent. "The idea behind this event is to inspire people to come together. Good food and meaningful gatherings aren’t just for the holidays. We hope ‘La Petite Fenêtre Boursin’ encourages people to pause the hustle and bustle of everyday life, enjoy Boursin and share quality time with one another.”