St Pierre launches Christmas campaign

European bakery expert St Pierre has announced its first ever multi-channel Christmas campaign.

The integrated campaign will present the brand as key to Christmas dining occasions, via traditional and digital PR, advertising, shopper marketing and social media.

Having previously focused on individual product launch communications, the brand said it plans to capitalise on its successes over the course of a turbulent year with the new approach. St Pierre, which has grown 30 per cent year-on-year, is now one of the UK’s fastest-growing bakery brands.

“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,” commented Jen Danby, head of marketing at St Pierre Groupe.

“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 feature a range of Christmas recipes which will be  hosted on a dedicated hub on its website.

The brand has also commissioned research to understand how festive menus across the nation have been impacted by the turmoil of 2020. The insight will be used to help anticipate trends in the market for product development in 2021.

The campaign will be supported by in-store activation, an influencer campaign and consumer-facing advertising.

Paul Baker, founder of St Pierre Groupe, said: “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.”