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LANQUETOT – TV CAMPAIGN “BECOME A LANQUETOLOGIST”

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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.

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