Making Everyday Magnifique.
The Challenge
We were challenged by St. Pierre to bring the brand to life through an immersive experiential summer activation that would remind consumers why they are the UK’s favourite brioche.
The Insight
Food has the power to transport us to places we dream about. With the arrival of summer, our thoughts turn to escaping the every day and affording ourselves a little luxury and guilt-free indulgence.
In order to make a real impact on today’s consumers, we needed to create an experience that showcases St. Pierre products as authentically Parisian, superior to generic store brand alternatives, and a perfect accompaniment to a relaxing summer picnic.
The Action
We concepted, designed and built an authentic Parisian garden experience in the heart of Covent Garden's main Piazza with our bakery selling filled mini brioche buns!
Over the four days of the activation, visitors enjoyed an array of artisanal savoury and sweet brioche buns served from our custom-built kiosk. Adding to the charm, we hosted authentically French experiences to drive sampling and brand awareness, including our love lock bridge, portrait artist and even an accordion player to serenade the crowds beneath our iconic Eiffel Tower setting.
The Results
Over the weekend, over 5,000 mini St. Pierre buns were sampled, more than 500 buns were sold, and 35 VIP bun boxes were handed out to influencers.