Boursin launches virtual reality roadshow with Because


Boursin, the indulgent French cheese brand owned by Bel UK, has launched a new virtual reality roadshow with our help.


The event purpose was to give consumers a more sensory experience of its products. The Boursin ‘Sensorium’ made its first appearance at Westfield Shepherds Bush on 26-28th June.  Next stop will be the Foodies Festival at Alexandra Palace, London from 3rd-5th July before the experience visits a series of other Foodies Festivals and Country Shows over the summer.

Check out the 360 video of the #Boursinsensorium virtual reality experience below (pro tip: to get the full virtual reality experience, use Chrome or an iOS device to view this video) :

Our new virtual reality experience uses Oculus Rift headsets to allow participants to virtually explore the contents of a fridge and experience the best Boursin ingredients up close. 


The new VR brand experience is designed to recruit new and more frequent consumers to the speciality cheese brand and its various flavours, such as Black Pepper and Shallot & Chive, which are now available in portions. 

Alongside this sensory experience, consumers will be offered samples of Boursin’s Black Pepper and Shallot & Chive flavours, with chives and peppercorns prevalent throughout and incorporated into furnishings. 

This new experiential marketing campaign is part of a wider strategy to encourage consumers to trade up their everyday treats for something a little more sophisticated.  The live activity is backed by influencer relations with lifestyle and food bloggers and targeted digital activity on paid-media.

Emma Browne, Account Director, Because, said:

“There are so many delicious and unique flavours in the Boursin portfolio, and we’re looking forward to driving awareness of these through a combination of engaging and immersive virtual reality and sampling experiences. We’re confident that our activations will challenge pre-conceived perceptions of the Boursin brand and help it to own more indulgent moments.” 


Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.