Bakery brand makes its television debut
PREMIUM bakery brand St Pierre has unveiled its first TV debut for the brand with its new ‘Eat Avec Respect’ above-the-line marketing campaign.
The campaign, which will also feature in-store, will launch from 28 June and is set to run for five weeks across TV, social media as well as via digital platforms with a dedicated consumer PR campaign.
Titled ‘Eat Avec Respect’ – eat with respect – the creative campaign combines the stereotypical French attitude towards good food with the St Pierre range in a playful manner, highlighting the more premium nature of the brand in the process.
Key visuals will see three tearful French characters plead with UK audiences to treat the brand’s revered brioche with respect, with the TV advert offering a satirical play on the brand’s Parisian roots.
Megan Harrison, global VP marketing at St Pierre, said: “The St Pierre brand is at a very exciting stage of development, primed to build brand awareness in line with the phenomenal distribution wins we’ve secured in the UK over the past two years.
“The new creative captures the personality of our brand and perfectly blends the French flair and challenger spirit for which our brand is known.
“Like everything we do, the campaign is rooted in insight. Our brand truth is that the quality of our brioche is outstanding – it’s elite and so much more than ‘everyday bread’.
“The cultural truth is that from art to romance and fashion to food, it’s widely accepted that the French just do it better – and they know it too.
“What’s more, the French are fiercely protective of what is dear to them, and passionate in sharing frustrations if others don’t show the same respect.”
