Much-loved international brand Babybel has launched a campaign designed to showcase the fun nature of one of the world’s most popular cheese snacks.

The “Fun Kind of Good” campaign, which is being progressively rolled out across key markets, represents a significant evolution of the brand featuring a range of cleverly rendered 3D scenes in which the Babybel cheese comes to life in the form of humorous characters depicted in playful settings and various snacking occasions – whether it’s the office or on one’s commute.

“At its heart, the new campaign celebrates the joyful rituals of choosing Babybel as a snacking option – from the unmistakable red wax to the playful unwrapping, bold taste and optimistic spirit that makes the product a family favourite while also highlighting the goodness of the cheese,” said Rucha Sarma, Senior Brand Manager at Bel Brands Australia.

Media agency Spark Foundry Australia and PR firm Twenty6forty4 Communications has teamed up with Bel Brands Australia to deliver an integrated campaign featuring a mix of OOH (transit and retail panels), digital, social, PR, product sampling and influencer collaborations. 

An 8-week takeover of double-decker buses on the B-Line bus service running from Sydney’s northern beaches to the CBD will be one of the most high-profile elements. The “Babybel-line” – as it will be known – will see the Babybel characters showcased in Megaside Double D ads on two buses that will effectively help the brand “paint the town red” via its famous red iconography.

Ms Sarma says Bel Brands Australia is “extremely excited” to introduce the new global positioning for Babybel to local consumers and retailers.

“Our global teams have worked hard to develop these new assets which are a natural evolution of the key themes of fun and playfulness that have been inherent in Babybel’s brand DNA for years,” she said.

“With ‘The Fun Kind of Good’, Babybel embraces its identity as a creator of enjoyable snack-time experiences, blending lighthearted fun with the more serious topic of nutrition.”

The campaign launched 4 August and will run for approximately 8 weeks. The second half of the campaign will feature the roll-out of Babybel’s latest product – a twist on the original favourite that kids and parents can peel and eat together.