St Pierre targets consumers in multi-channel Christmas campaign

St Pierre Groupe has launched its first-ever multi-channel Christmas campaign, directly targeting consumers.

The brand, which has grown by 30% year-on-year, is presented in the campaign as key to Christmas dining occasions, via traditional and digital PR, advertising, shopper marketing and social media. The campaign will be reinforced with below-the-line support, to ensure consistent consumer messaging at every touchpoint.

Jen Danby, head of marketing, comments: “The St Pierre brand is going from strength to strength both in the UK and in the US, where it is the country’s No.1 brioche brand. Our St Pierre products lend themselves so well to so many meal occasions and we really want to add a splash of magic and inspire our nation of home cooks to ‘make everyday magnifique’, with simple recipes, tips and tricks to elevate their everyday meals.”

Christmas recipes, featured on a dedicated campaign hub, have been developed to demonstrate the versatility of St Pierre’s brioche products. Inspiration will come from meal ideas highlighting the sliced brioche loaf, croissants, vanilla tear and share, brioche burger buns and hot dog rolls, in dishes suitable for breakfast, elevenses, tea-time treats and indulgent desserts.

In addition, St Pierre has commissioned research to understand how festive menus across the nation have been impacted by the turmoil of 2020. The insight will be used to help anticipate trends in the market for product development in 2021.

Paul Baker, founder of St Pierre Groupe, says: “We’ve invested heavily this year in building our skill set in-house to be able to elevate our brands. There is a fantastic opportunity for St Pierre to carve out a place in the hearts and minds of consumers, because good food is more than just a meal on your plate. It’s a get-together, it’s sharing, it’s family– and this is never more true than at Christmas.”

Tel: St Pierre Groupe 0161-946 1355