BOURSIN IN FILM4 TIE-UP

Soft-cheese brand Boursin has agreed a year-long sponsorship with Channel 4 to advertise around the 9pm movie on Film4. The multimillion-pound deal, brokered between OMD UK and 4 Sales, began on Monday with idents created by Y&R London. The campaign aims to make Boursin synonymous with indulgent evening snacking.