Client and Sector
Client: Lanquetot — a historic French cheese brand founded in 1842, known for its traditional Normandy-made Camembert, hand-ladled and produced in the town of Orbec-en-Auge in the Pays d’Auge region.
Sector: Food & Beverage / Dairy, with a focus on artisanal, terroir-based cheese production using time-honored methods and regional identity.
Challenge
While wine experts have a rich, poetic vocabulary to describe their tasting experience, cheese often lacks a similar narrative.
Lanquetot wanted to reinforce the sensory appeal of its Camembert by bringing more emotion and personality into how it is perceived — but without losing accessibility or humor.
Insight
What if we borrowed the tasting codes of wine lovers and applied them — playfully — to cheese?
This contrast between expert jargon and an everyday product like Camembert opens the door to a witty, relatable campaign.
Approach
.becoming created the concept of “Lanquetology” — a humorous twist on oenology applied to Camembert.
The campaign invites consumers to become “Lanquetologists”: playful cheese experts who can identify the depth, texture, and origin of their Camembert just by tasting it — all in good fun.
Execution
A TV and digital video ad shows a Camembert lover tasting Lanquetot and confidently guessing its origin, parodying a wine sommelier’s precision.
Campaign deployed nationally from November 13 to December 24, across pre-roll formats and social media platforms to ensure visibility and shareability.
The creative leaned into humor, terroir, and sensory cues to craft a light yet premium message.
Results
Positive audience reception due to its fresh tone and humorous approach.
Successfully positioned Lanquetot as a cheese with character and complexity, worth savoring like wine, but with a smile.
Reinforced Lanquetot’s place as a beloved French cheese brand rooted in heritage, while updating its voice for a broader, modern audience.
