Du Pain, du Vin, du Boursin:

Boursin cheese was purchased by Unilever in 1989. This paper describes the successful development of the brand in the UK since then. Target audience: AB Francophile Britons. Media: 10-second TV ads used with upweights in regions with highest proportions of ABs. Results: Sales grew 100% during a period when the total cheese market grew only 1%. Premium pricing maintained even during recession. Three successful variants were launched in 1992. Paper illustrates the importance of targeting, and that TV can work with small budgets.