Bakery brand St Pierre has launched its first-ever mass media marketing campaign with a tongue-in-cheek take on French superiority that highlights the brand’s quality credentials.
Running for five weeks, ‘Eat Avec Respect’ appears in-store, in online social and digital and with a dedicated consumer PR campaign, as well as on TV screens nationwide.
Key visuals which feature across all platforms focus on three tearful French characters who plead with a UK audience to treat the brand’s brioche with respect, “For France’s sake”. The TV ad also satirically plays on the brand’s Parisian-inspired roots.
Megan Harrison, Global VP Marketing at St Pierre, said: “The new campaign delivers satire with a playfully self-aware wink – dramatising the imagined response of the French when brioche is not given the reverence it deserves.
“We see anguish and despair at the way Brits treat sacred St. Pierre brioche, culminating in a plea for more serious appreciation: ‘Eat avec respect’.”
