St Michel and VML launch a TV sponsorship campaign that tells the story of an unlikely romance between a classic St Michel galette and a fine Comté cheese, introducing the brand's new mini Galettes and Madeleines for apéritif.

ST MICHEL Billboard Apéritif Ouverture Programme

To successfully launch St Michel into the apéritif market for the first time, introducing a new range of mini Galettes and Madeleines.

The idea of celebrating gourmandise and the brand's savoir-faire in a new consumption moment: the apéritif. The campaign is inspired by the unexpected yet delightful pairing of sweet and savory flavors.

Create a TV sponsorship campaign that uses a charming romance narrative to illustrate the unlikely yet delicious marriage between a St Michel galette and a Comté cheese.

The campaign aims to drive awareness and trial of St Michel's new mini Galettes and Madeleines for apéritif, expanding the brand's reach and increasing sales.

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