Mini Babybel has launched a £1 million marketing campaign including ‘Celebrate Every Goal’, a football-themed online game, in advance of the football fever expected to sweep the UK with the start of the Euro 2016 tournament in France.

Mini Babybel, owned by Bel UK, is not officially connected to the tournament, so the brand is being careful not to mention it directly in the game or the campaign, instead referencing the UK’s ‘exciting summer of sport’.

The Babybel campaign launches in May. The million pound investment will centre around a brand new online game where consumers take part in their very own tournament.

Mini Babybel fans will be challenged to net as many Mini Babybel cheeses as possible in 10 seconds. Signing up to play the online game will automatically enter consumers into a prize draw.

Running until July 11^th 2016, consumers will have the chance to win a European city break, as well as one of many instant prizes including money-off vouchers.

Helping consumer to ‘celebrate every goal’, the online game will be supported by a new TV commercial, video on demand, social media, in store and online activations supporting price promotions, as well as limited edition packaging

Shoppers will be able to support their favourite country as almost all individual Mini Babybel cheeses will be cellophane wrapped with a flag from a participating nation.

The cheese brand will build on its relationship with consumers as it has scored prime time slots for its new Super Supporter TV commercial from the end of May until mid June, encouraging shoppers to “celebrate every goal” and play the Mini Babybel online game.

The Euro 2016 tournament runs from June 10^th to July 12^th.

The campaign will also have £120,000 shopper marketing investment and will support grocery multiples, symbols and independents with strong visibility including outdoor digital screens and on-shelf POS. The 12-week integrated campaign runs from May 9^th.

Chloe Feminier, Head of Insights at Bel UK, comments: “Our ‘Celebrate Every Goal’ campaign taps into this summer’s football frenzy across all ages, and Mini Babybel’s natural fit with the healthy fun of football will bring excitement and interest to the snacking cheese category”

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