The UK’s number one brioche brand reveals updated ‘Eat Avec Respect’ assets for summer campaign[1]
St Pierre will launch its updated ‘Eat Avec Respect’ campaign from April 11th 2025. After a successful launch last summer, the brand will once again invest in ‘above the line’ communications, with updated assets to deliver greater brand recall with its second wave.
Set to run for almost three months, the TV ad has been updated to increase brand visibility throughout and will be accompanied with a new raft of social media activity, consumer PR, out of home and in-store execution.
The return to TV screens comes following the brand’s debut in Waitrose stores nationwide, meaning St Pierre is now available in every major multiple retailer in the UK. Whilst the ad focuses on St Pierre’s core range of brioche burger buns, after another year of impressive growth, the brand is now also able to lay claim to the titles of UK’s fastest growing bakery brand in breakfast, croissants and continental categories.[2]
Lauren Meadows, Head of UK Brands at St Pierre Groupe comments, “The St Pierre brand continues to secure distribution with the nation’s biggest retailers and as such, we’re increasing our investment to reach more people than ever with this summer’s ‘Eat Avec Respect’ campaign. We’ve taken learnings from last year’s launch, to refine the comms and ensure continued uplift in brand awareness.
“We’ll see our French characters return in out of home ads, dramatically pleading with UK consumers to treat brioche with the reverence it deserves, whilst the TV ad has greater brand presence throughout while maintaining the tongue-in-cheek ‘French’ reaction to Brits’ barbecue habits; chaos ensues in a French café when ‘Dave from Bolton’ posts a video of his brioche getting drowned in ketchup.
“This year, we’re starting earlier and running for longer, to maximise awareness – and sales – throughout what looks set to be a fantastic summer season. What’s more, in true St Pierre style, we’ll be trialling new shopper marketing tactics to support our retail partners in delivering an elevated in-store experience and urging UK consumers to ‘eat avec respect’.”
Launching on 11th April, in time for bank holidays and BBQ season, heightening brand awareness as St Pierre prepares to launch its first limited edition product line in the coming weeks. The paid media campaign will run across out of home, linear and BVOD tv, retail and social media, with organic support across social channels and via consumer PR activations later in quarter 2.
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