Cheese brand Boursin has launched a new Christmas campaign highlighting the UK’s love of “cheese and rom-coms”.

The creative platform will star TV presenter Fred Sirieix and showcases holiday rituals, such as cheeseboards and rewatching festive favourites.

It was devised by Popcorn PR and titled ‘From Com, Fred’s very own homage to fromage’.

Anna Petsi, senior brand manager at Boursin, said: “Our research showed us that food and film are two of the UK’s most cherished Christmas traditions.

”So this year, we wanted to bring them together in a fresh, playful way – celebrating those little festive rituals that feel truly unmissable, like sharing an indulgent cheeseboard with the people you love.”

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The marketing drive forms part of a wider multi-channel campaign. The campaign is the brand’s biggest investment of the year, with a £2 million spend and aims to make the brand “unmissable” to consumers this season.

It will run across video, audio, out-of-home and social media, including TikTok and Meta ads.

Petsi added: “The festive season is all about sharing extraordinary moments with loved ones. Our amplification plan leading up to Christmas brings that spirit to life through humour, nostalgia and indulgence, making Boursin a part of Brits’ most joyful Christmas moments.”