St Pierre,
Eat Avec Respect

Integrated Campaign

Role: ECD

Accolades: Drum Ad Of The Day

St Pierre had never run an above-the-line campaign. They needed a brand platform that could carry them from challenger to major player. French superiority - delivered with a self-aware wink - drove a 25% increase in prompted brand awareness, a 31% increase in sales volume, and moved St Pierre to number threein the bakery category
behind only Warburtons and Hovis.

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A large billboard on a black fence displays an advertisement featuring a woman with short hair, wearing a blue beret and red lipstick, holding an orange, with the Eiffel Tower in the background. Text on the billboard reads: "For France's sake, eat ch
Billboard advertising seeded brioche buns with a man holding a bun in front of the Eiffel Tower in the background.
Three posters in a subway station promoting different types of bread, each with a humorous message about respecting food. The left poster features a man holding a loaf of bread with the text "For France's sake, it's brioche, not bread." The middle po
Three smartphones displaying social media posts against an orange background.
Package of St. Pierre brioche buns and a cheeseburger with lettuce, tomato, cheese, and patty on a bun against an orange background with the text 'Eat with Respect'.