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St Pierre
Eat avec respect
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- Strategy
- Advertising
- Content
- Digital
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Context
After an exciting few years of growth for the St Pierre brand, we were tasked with launching St Pierre’s first-ever above the line marketing campaign.
The brief was to build brand distinction, creating a bold and ownable long-term brand platform that will differentiate the brioche brand in the bakery category.
The brief was to build brand distinction, creating a bold and ownable long-term brand platform that will differentiate the brioche brand in the bakery category.
Opportunity
The heart of St Pierre’s offer stands apart from bread in a space all on its own. Brioche is sweeter, lighter, and fluffier than its bakery counterparts.
A cultural truth also rang true – whether it be art, food, romance, or fashion – no one does it quite like the French.
So, we set out to combine the assuredness and confidence of the French attitude, with the distinct world and space that St Pierre sits in. The brand platform ‘eat avec respect’ is about French superiority - with a self-aware wink.
A cultural truth also rang true – whether it be art, food, romance, or fashion – no one does it quite like the French.
So, we set out to combine the assuredness and confidence of the French attitude, with the distinct world and space that St Pierre sits in. The brand platform ‘eat avec respect’ is about French superiority - with a self-aware wink.
PLAY HERO FILM
In film we see what can go wrong when you don’t ‘eat avec respect’.
We captured the personality of the brand and have delivered a creative that perfectly encapsulates the French flair and challenger spirit for which St Pierre is known.
The campaign continues urging consumers to take brioche seriously ‘for France’s sake’.
"Fold7 captured the personality of our brand and have delivered a creative that perfectly encapsulates the French flair and challenger spirit for which our brand is known."
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