As the holiday season approaches, Savencia’s Alouette brand of specialty French cheeses is unveiling a bold rebrand in time for its 50th anniversary. The initiative introduces refreshed packaging, a new logo, a catchy slogan, and sonic branding, marking the company’s largest campaign to date. This strategic overhaul aims to stand out in the competitive specialty cheese aisle, where many products follow similar visual cues—such as Eiffel Tower imagery and red, white, and blue colors that evoke French heritage.
Alouette’s new look centers around its namesake, the “little lark,” which is brought to life through a redesigned logo, a fresh tagline— “flavor that sings”—and an auditory identity inspired by the melody of the Quebecois children’s song, “Alouette.” Kriston Ohm, vice president of marketing at Savencia, highlighted the rebrand’s focus on helping consumers discover the “secret” of Alouette cheeses—approachable, flavorful, and delightfully surprising options in an otherwise intimidating cheese category.
The new packaging, developed in collaboration with creative agency Marks, shifts away from the previous white, conventional designs to vibrant blues and greens with food-forward photography. This design presents the cheeses in a more inviting and modern light, emphasizing their ready-to-serve ramekins and distinctive presentation with a floret garnish. According to Nic Lama, group creative director at Marks, the updated design combines Alouette’s French roots with a contemporary aesthetic, making it feel both charming and appetizing.
In tandem with the packaging update, Alouette is rolling out an expansive omnichannel marketing campaign. This includes 15-second advertisements on social media, digital platforms, connected TV, and in-store promotions. The ads encourage consumers to “follow the little birdie” and indulge in Alouette’s delectable spreads, with messaging that taps into the desire for quick, satisfying snacks—especially as the holidays approach. The campaign also features static ads with slogans like “Log off… dig in” and “Less scrolling. More snacking,” aiming to resonate in a season of heightened digital fatigue.
Through this rebrand, Alouette hopes to create a more approachable and appealing cheese experience, increasing consumer awareness and engagement during one of the busiest shopping periods of the year.
