Bel readies Boursin Apres-Ski Thru
By Derek Winkler
Cheese company Bel Group Canada is preparing a promotion for its Boursin brand called the “Boursin Après-Ski Thru.” The effort will take place at Ontario resort Blue Mountain on Jan. 31 and Feb. 1. It will make use of a branded installation that consumers can access by ski or on foot to receive free product samples along with hot apple cider or hot chocolate. The chalet-style installation also features an outdoor lounge area with fire pits and music.
“The Boursin brand has been built around bringing people together and the joy of sharing moments,” said Marie-Eve Robert, vice-president of marketing at Groupe Bel. “Skiing, and inevitably après-ski, an essential part of Canadian culture, was the perfect opportunity to introduce Boursin and elevate the experience, creating a new ‘Boursin moment’ that resonates with the brand.”