It is a week of firsts in the deli realm, the latest being a multi-channel Christmas campaign launched by bakery brand St Pierre as it eyes consumer hearts for the holiday season.
“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,” said Paul Baker, Founder of St Pierre Groupe.
Lauded as one of the fastest-growing bakery brands in the U.K., the company has grown 30 percent year-over-year, according to news source KamCity, and plans to capitalize 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 Smith.
Aiming to keep the brand top of mind for both retailers and consumers, the company’s campaign will deviate from its usual individual product focus to an integrated approach showcasing the brand as a whole being key to Christmas dining through traditional and digital PR, advertising, shopper marketing, and social media, as well as a range of Christmas recipes for St Pierre’s brioche products.
“The St Pierre brand is going from strength-to-strength both in the U.K. and in the U.S., where it is the country’s number one brioche brand,” said Jen Danby, Head of Marketing. “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.”
In addition to this big seasonal move, the news source noted that the company has undertaken a research mission to understand how holiday menus across the U.K. have been impacted by the challenges of this year, which the team will then implement into its 2021 strategy.
It seems there is much to anticipate from this rising brand, and we will be sure to keep an eye out for what happens next.