Boursin x Emily in Paris
The Ask
To launch the global Boursin® x Emily in Paris partnership in Canada, we tapped into the show’s rich fan lore to engage existing fans while introducing Boursin to a new (and younger) audience. The strategy invited consumers to immerse themselves in the world of Emily in Paris and experience one night in Paris, at home — empowered to create their own chic moments, powered by Boursin.
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The Approach
The cornerstone of the campaign was the Boursin Bistro, a limited-time, one-night-only experience inspired by Parisian Bistro culture (a key setting from the Emily in Paris universe), where the menu spotlighted Boursin in an effortlessly chic and delightfully French way, sparking playful debate over which board (and love interest) truly wins hearts. Mega-fans of Emily in Paris were in awe as they were invited to step into the world of the show, complete with delicious and elevated menu items that starred Boursin’s seasonal favourites – encouraging them to also recreate the magic of Paris at home with Boursin.
Tactics:
Consumer Activation: Throughout the evening, guests were immersed in a chic, Emily-approved night out complete with Parisian-inspired décor, live fashion illustrations, a glamorous photo moment worthy of Emily’s feed, and the sounds of a live jazz singer that seamlessly tied back to the show.
Influencer and Media Invites: Invited select media and influencers—particularly within the food and fashion spaces and true fans of Emily in Paris—to attend an exclusive preview ahead of the consumer-facing activation.
Earned Media: Pitched the experience to trade, lifestyle, entertainment, and food-focused outlets, strategically tapping into each niche to maximize relevance and reach.
Integrated Media: Partnered with Toronto Life, leveraging its trusted reputation in the city’s food scene to promote the event and provide an insider’s perspective.
Social Amplification: Activated social channels to promote the event, engaging a younger demographic, and collaborated closely with the Boursin social team to ensure aligned messaging and timelines across all platforms for maximum impact.
Paid Influencers: Inviting key creators who were organically fans of the Boursin brand and of the Emily in Paris show to join us – creating chic content that captured all aspects of the event, further amplifying it to relevant audiences.
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The POMP
The experiential elements built the Boursin Bistro world to life, creating a partnership between both global brands, and resulting in a highly shareable moment, which was a key contributor to the massive amount of earned social content.
Pre-event promotion was a strong success, generating significant hype across the right outlets at the right moment. Within hours of the announcement, more than 1,700 guests joined the waitlist ahead of the event.
Media coverage resulted in a record number of impressions, including a strong media hit with ELLE Gourmet, alongside wide-ranging media across lifestyle, food, and trade publications.
Secured widespread social coverage via influencers, media, and consumer guests. The widespread social footprint drew in a large number of Gen Z fans of the show, attracting a younger demo to the event.
