Super Half Time


Babybel® celebrates the football World Cup.

Babybel, the cheese brand with the red shell, is strengthening its snack positioning with an integrated campaign deployed for the Football World Cup in 2018.

Snacking is a habit that is deeply rooted in the lives of French people, especially in front of sports programmes. In fact, 50% of them say they consume ready-made products and snacks at this time. A trend that is not immune to a growing awareness and the arrival of healthier alternatives and healthier snacks.

The question is: how do we come out during the Football World Cup to put Babybel on the table in front of matches?

Our idea: #SUPERHALFTIME, a global campaign celebrating half-time to establish Babybel as a healthy snack for fans.

*source: Figures from the last World Cup - LSA/Toluna survey - June 2014.

At each half-time, Babybels are transformed into super-players wearing the colours of all countries. They invade the pitch, coffee tables and bars to play with fans.

A 15-minute activation at each match break fed by digital brand content clips to analyse, react to the first half and fuel the enthusiasm of fans from all over the world. Deployed online on various social networks according to usage in target markets, these clips are supported by a television campaign and point-of-sale presentation, exclusive packaging in the colours of the national teams and a Babybel® personalised mini-table football game to be won.

The objective is to transform this low point in the tension of the game into a time which viewers are waiting for which has a new consumption ritual. In the time it takes for one half-time period, Babybel has invited itself into supporters’ daily life and given it new inspiration.

A campaign broadcast at points of sale and on the brand’s social networks throughout the 2018 World Cup. This global activation took place in 9 countries: France, Switzerland, Portugal, the United Kingdom, Spain, the Netherlands, Greece and Austria.

Babybel - Teaser Super Half Time

Babybel - The Goal