St Pierre Groupe, known for its brioche brand, is launching its first-ever multichannel holiday campaign at retail. The company will leverage a mix of traditional and digital PR, consumer-facing advertising, shopper marketing, social media, and influencer activation to engage consumers and drive purchase intent.
“We’re excited to bring this new holiday campaign to life through the help of our retail partners,” said Paul Baker, Co-Founder. “We truly believe that 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 especially true during the holidays. If St Pierre can help elevate that meal and make it even more special, then we’ve accomplished what we’ve set out to do.”
The new campaign, developed to inspire consumers to elevate their favorite holiday meals with brioche, will feature recipes and tips to help “make every day magnifique.” According to the press release, the new integrated approach will be the first of its kind for the brand. Retail activation will center around St Pierre’s signature brioche loaf and how to elevate French toast with brioche. More than 800 stores— including Kroger, Harris Teeter, and Safeway—will feature the campaign. In addition to brioche products, St Pierre also sells croissants and crepes.
A recent consumer panel showed that more than half of participants would choose to purchase St Pierre’s Brioche Loaf over the competition. Since launching in the U.S. in 2012, St Pierre has reported significant year-over-year growth with sales jumping more than 70 percent in 2019 and another 60 percent in 2020. With a $30 million spike in sales in less than a year, St Pierre is driving growth across the brioche category nationally.
Despite challenges caused by the pandemic, St Pierre increased its investment in retail promotions, social media activity, influencer marketing, and advertising to reach more consumers, boosting brand awareness and growth in the U.S. As a result, the brioche brand saw a spike in retail sales over the past year and has had to double the size of its U.S. team to provide greater support to its retail partners.
How will St Pierre continue to grow in the States? Deli Market News will continue to report.