St Pierre Bakery has brought ‘A Parisian summer’ to London with a Covent Garden experiential activation, in partnership with native advertising agency, Quantum.
The pop-up, promoted on the brand’s social media page, invited Londoners to explore Paris by placing mini landmarks, such as the Eiffel Tower, around tourist spots.
Adding to the consumer experience, the activation offers visitors a menu designed using the bakery’s mini brioche buns.
Supporting the campaign, the bakery brand is also running out-of-home (OOH), PR and social activity.
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The campaign follows recent success for the brioche brand, which reported 123% increase in sales at major retailers for the 12 weeks ending 31 March 2023, in comparison to last year.
It follows the roll-out of branded bays at 100 Asda stores in January and the launch of promotional Eiffel tower displays at a further 300 Morrisons stores, which saw a volume uplift of 31% after six weeks of testing.
St Pierre Groupe’s UK sales director Rachel Wells noted that the displays “deliver a quality experience that starts in store”, while both driving footfall and assisting retailers.
