Dairy snack brand Babybel is celebrating the return of its giant-sized ‘Maxi edition’ in supermarket stores with a tongue-in-cheek Christmas ad in collaboration with Morrisons.
Developed by PR agency Popcorn PR, the 100-second film sees two Morrisons security guards overseeing a top-secret ‘VIP’ delivery – which turns out to be a larger-than-life Babybel cheese.
The iconic French brand’s ‘Maxi edition’ cheeses first gained popularity across social media platforms such as TikTok last year, garnering one million views and 80,000 likes in the first 24 hours.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Babybel senior brand manager, Oliver Richmond said at the time: “We’re delighted to unveil Maxi Babybel following huge consumer demand. Babybel has a strong fanbase, with consumers loving it for its iconic status, taste and texture.
“We always listen to what our brand fans have to say and they have been crying out for Maxi Babybel. Available for a short time only, the limited-edition nature of the supersized Babybel is sure to generate widespread brand buzz and sales success, as shoppers seek out shareable cheese options.”
Produced by KA Creative, the spot is set to be shown across the brand’s social and owned media channels, whilst the Maxi edition itself will be available in Morrisons, Asda, Sainsburys, Ocado, Iceland, Spar, Nisa and Booths stores until 31 December.
