St Pierre, the European bakery expert, is launching its first ever multi-channel Christmas campaign, directly targeting consumers.
The brand, which has grown 30 per cent year-on-year, will launch its festive campaign with an integrated approach – putting the brand front of mind with consumers and retailers. Having previously focused on individual product launch communications, the integrated campaign will present the brand as key to Christmas dining occasions, via traditional and digital PR, advertising, shopper marketing and social media.
The move comes after a raft of new appointments to the in-house marketing team, including Sam Elmidoro as Social & Communities Manager, Georgia Dales in Brand Activation, Liz Bleakley as PR & Comms Manager and most recently, Jen Danby as Head of Marketing.
Now one of the UK’s fastest-growing bakery brands, St Pierre plans to capitalise on its successes over the course of a turbulent year, with national listings now live across its range with Tesco, Ocado, Sainsbury’s, Spar and WH Smiths.
Jen Danby, Head of Marketing at St Pierre Groupe, 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 number one 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.”
The campaign will also feature a range of Christmas recipes, 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 to elevenses, tea-time treats and indulgent desserts.
As well as all the recipes being hosted on a dedicated campaign hub on its website, the brand has commissioned research to understand how festive menus across the nation have been impacted by the turmoil of 2020. The insight will then be used further, to help anticipate trends in the market for product development in 2021. Supported by in-store activation, an influencer campaign and consumer-facing advertising, the festive focus will be St Pierre’s first foray into dedicated consumer communications.
Paul Baker, founder of St Pierre Groupe adds: “We’ve invested heavily this year in building our skillset 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.”
Beyond the recent expansion of the marketing team, the Christmas campaign will be supported with below the line spend, to ensure consistent consumer messaging at every touchpoint.