Frûche camps it up with Miss J

America’s Next Top Model presenter J Alexander, otherwise known as Miss J, fronts a new print and outdoor campaign for Frûche, created by BMF’s Melbourne office.

In the ads, the fromage frais brand has been re-positioned as “more sophisticated, modern and relevant”, according to brand manager Brooke Tierney.

“Frûche is a product that’s a little bit different,” said Tierney. “We wanted to create a campaign that was a little bit different; bringing some style to the supermarket dairy aisle by giving it a new dimension. I think we have achieved that.”

The campaign includes a strong PR component, events and sponsorship. The PR business was awarded to Melbourne-based PR agency Style Counsel following a competitive pitch.