Known to the general public for its family and intergenerational image, The Laughing Cow® surprises by choosing a decidedly new means of communication. By joining forces with the organization of the EnduroX competition, which took place on January 24 and 25, the cheese brand is making a bold shift, far from the traditional codes of mass consumption.
Rather than a classic advertising campaign, La Vache qui Rit® is betting on field experience. A total immersion in the world of endurance, self-improvement and performance, closer to athletes from 8 years old to 70 years old. With EnduroX, the brand is no longer content with being visible : she becomes an actress. At the origin of this approach, Geraldine, essential figure of ultra-endurance, high-level athlete who needs no introduction, it embodies a committed and uncompromising vision of sport. But beyond performance, she is also a builder who loves above all to share her passion. With EnduroX, she transposes her sporting requirements into a strong event project, where every detail tells a story of effort, resilience and authenticity.
The expressive force of lived experience
EnduroX is a competition inspired by the global phenomenon HYROX®️ which combines running and functional exercises, accessible to amateurs and elite athletes alike. Each test follows a standardized format worldwide, mixing 8 km of running with eight exercises (workouts) in a great sports show atmosphere. EnduroX is not a sanitized competition. It is a field of expression, a lived experience, designed to mark bodies and minds. By joining in, The Laughing Cow® assumes a unique positioning : talk about your values through action, commitment and reality.
THE LAUGHTER TEAM 2026
by La Vache qui Rit® Réunion will reveal
very soon its 2026 vintage of athletes !
promote the brand differently
This strategy is supported locally by Cindy Azoulay, recently appointed meeting area manager. through endurox, it drives a new dynamic, anchored in the territory, oriented towards innovation and proximity. son ambition : promote the brand differently, by creating sincere connections with local stakeholders and sporting communities. powerful visual identity, impactful scenography, immersive content : sport becomes a media in its own right here.
The Laughing Cow® no longer just tells a story, she makes her live. with endurox, the brand takes a strong position : dare to leave its historical territory to invent a more embodied communication, more daring, more contemporary and locally anchored. a radically different way of communicating. and resolutely turned towards the future.
Cindy Azoulay : “Proud of me, proud of us »
L’EnduroX : a bit of a crazy idea, the courage to go, the strength to go all the way… Cindy Azoulay, Brand Manager for Overseas Territories and Reunion Area Manager within the Bel Group, testifies.
Who are you ?
Cindy Azoulay : I am 28 years old and I have worked in the food industry since the start of my professional career.. I have always been passionate about food and gastronomy., which naturally led me to this sector. Outside of work, I love cooking and discovering new cultures.
What is your role within Bel ?
It consists of defining and managing the marketing strategy for the eight overseas territories for which I am responsible.. I am also responsible for commercial monitoring in Reunion Island., by supporting our distributors and local partners so that our actions translate into concrete results on the ground and with consumers.
L’EnduroX : why this competition ?
The EnduroX was born from a slightly crazy idea that Géraldine and I had a few months ago. Geraldine, who plays a lot of sports, inspires me every day, and we wanted to create an event that reflects the values of our company. We wanted to promote sport and the importance of regular physical activity while maintaining an inclusive side., fun et convivial. A moment of sharing and joy that brings together all participants, exactly as the brand La Vache qui rit®️ advocates in its values. We would also like to warmly thank all our customers, partners, suppliers who shared a moment with us outside of “work”. Nothing more gratifying to meet our Swimrun partners, our distributor Sorelait, our customers from Leclerc, our colleagues at Isautier, or our graphic designer at the origin of the entire event charter suffering alongside us!
What experience do you get from this Event? ?
Organize an event, It’s one thing…but testing it, it's even better ! I actually participated in a pair with Géraldine in the long format of the EnduroX. Physically and mentally, it was a real adventure, especially with more than 30° outside the stadium. But Géraldine pushed me enormously to surpass myself and honestly, without her I wouldn't have lasted until the end. The energy of the crowd, her kindness and the fact of sharing this moment with her allowed me to continue, to hold on until the end and cross the finish line with immense pride... Proud of me, proud of us… I didn't think I could do it ! It’s a human experience that I recommend to everyone.. And frankly… once you’ve tasted it, we want more !
