The cheese brand also is launching new packaging as part of a global rebranding.
Cheese snack brand Babybel, from Chicago-based Bel Brands USA, said it is launching a new campaign with the mission of inspiring consumers to “Join the Goodness.” The campaign kicked off in mid-July with an action-packed ad spot, and is designed to inspire people to build a lifestyle centered around more balanced snacking options.
The spot, also titled "Join the Goodness," resembles a movie trailer featuring both real imagery and consumer-generated imagery; it was created by Havas in partnership with SOLAB, Oscar-winning director Hervé de Crecy and PLATIGE, a multi-awarded animation studio. The spot comes in :15, :30 and full :60 second cuts and immerses consumers in a fantasy world filled with temptation, Babybel said. The Babybel league — mini cheese heroes in red wax costumes — saves the day, joyfully inviting consumers to Join the Goodness with more mindful eating habits and a balanced, diversified diet.