Euro RSCG Chicago Named AOR for Bel Brands

Share Article

Agency to infuse new excitement into The Laughing Cow Brands and Boursin.

News Image
The team at Euro Chicago has demonstrated impressive expertise in understanding and appealing to target markets like ours,” said Ann Legan, Vice President of Marketing for Bel Brands.

Euro RSCG Chicago will soon apply its creative and strategic chops to Bel Brands USA Inc., which has entrusted the agency to plan, create and implement advertising and marketing programs for two classic brands: The Laughing Cow (Mini Babybel, Wedges and Smooth Sensations Cream Cheese Spread) and Boursin cheeses.

Euro RSCG Chicago will work on brand strategy and develop marketing efforts for broadcast and print, while also providing support for digital and emerging media. Boursin is great for social occasions and entertaining while those individually wrapped triangles and wax wrapped cheeses from The Laughing Cow are delicious mainstays for lunch boxes, quick snacks and now a new addition to breakfast.

“The team at Euro Chicago has demonstrated impressive expertise in understanding and appealing to target markets like ours,” said Ann Legan, Vice President of Marketing for Bel Brands. “We expect their highly creative approach will resonate with consumers and fans of our fun, delicious products.”

Norm Yustin, President of Euro RSCG Chicago, said his colleagues are eager to move forward.

“Boursin and The Laughing Cow are brands that consumers have a strong emotional connection to,” Yustin said. “We’re excited to develop ideas that honor that heritage, and look forward to discovering new places for Bel to share its message so The Laughing Cow, Mini BabyBel and Boursin can add personality to the cheese aisle.”

About Bel Brands
Bel Brands USA Inc. manufactures and markets branded cheeses, including The Laughing Cow® cheese wedges and Mini Babybel® – America’s #1 branded snacking cheese; as well as Boursin®, Kaukauna®, Port Salut®, Leerdammer®, WisPride®, Merkts®, Owls Nest®, Connoisseur®, and Price*s® natural and gourmet cheese spreads. The mission of Bel Brands USA is “To delight people with a great tasting, unique cheese experience that fits their lifestyle.” Bel Brands USA was named as one of Chicago’s “101 Best and Brightest Companies to Work For” from 2009-2011. Bel Brands USA is a subsidiary of Paris-based Fromageries Bel, a world leader in branded cheeses. Visit or

About Bel
The Bel Group is a world leader in branded cheeses. Its portfolio of differentiated and internationally recognized brands, including such products as The Laughing Cow, Kiri, Mini Babybel, Leerdammer, and Boursin, as well as some 20 local brands, enabled the Group to generate sales of €2.5 billion in 2011. Nearly 11,400 employees in some 30 subsidiaries around the world contribute to the Group’s success. Its products are prepared at 27 production sites and distributed in over 120 countries.

About Euro RSCG Chicago
Euro RSCG Chicago is a leading integrated marketing communications agency serving clients including Cracker Barrel Old Country Store, Reynolds, Hefty, Sears Holdings Corporation, PlayStation, Citigroup, EFFEN® Vodka and Sauza® Tequila. Euro RSCG Chicago is part of the Euro RSCG Worldwide network, which is made up of 233 offices located in 75 countries throughout Europe, North America, Latin America and Asia-Pacific. The network, named to Advertising Age’s 2010 A-List and deemed Campaign's 2009 Network of the Year, provides advertising, marketing services, interactive/social media and corporate communications solutions to global, regional and local clients. Euro RSCG Worldwide is the largest unit of Havas Worldwide, a world leader in communications (Euronext Paris SA: HAV.PA).

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Steve Sapka
Euro RSCG Chicago
Email >
Visit website