Babybel kicks off £1.7m TV campaign

The “Join the Goodness” campaign is running across TV now, as well as digital platforms and in-store, and is being supported by social media influencers.

The brand said the campaign is timed to coincide with children going back to school, as it anticipates a rise in “lunchbox occasions” and a “greater emphasis on both health and hygiene as a result of the past few months”.

Babybel said it is the number one contributor to the lunchbox category with 25% household penetration.

To bolster the campaign Babybel is running a TerraCycle scheme to “offer customers a simple and free solution to recycling all elements of Babybel packaging”.

Retailers can get involved by setting up packaging collection points in store.