St Pierre plans new campaign after shout-out from Dwayne Johnson

Bakery brand St Pierre said it is planning a series of video clips to capitalise on the success of the novel food pairing with Dwayne ‘The Rock’ Johnson’s tequila brand Teremana.

The brand has seen it ‘go viral’ on Instagram after securing a coveted spot on The Rock’s own social page.

The Hollywood star was targeted by organic posts from St Pierre’s US social channels in an in-house campaign developed in St Pierre’s Manchester headquarters.

The video from the brand, featuring a bespoke French toast recipe which incorporated the star’s Teremana Tequila, was reshared by the actor, who has become famed for his cheat meals and fervour for French toast, sharing #RockToast recipes with his some 202 million followers.

The post has since amassed over two million views, been engaged with almost three million times and secured comments from the Teremana Tequila brand page, The Rock’s personal chef Rocky Mercedes and gained more celebrity followers including cooking enthusiast Chrissy Teigen.

“It’s been brilliant to see engagement with the brand at this level,” commented Jen Danby, international marketing director at St Pierre Groupe.

“Previously, brands would have paid big money for a planned collaboration, but I think the strength of the personalised content combined with the times in which we’re living, contributed to the success of this campaign. Obviously, we’re hugely grateful to Dwayne Johnson and his team, too!”

Paul Baker, founder at St Pierre Groupe, added: “St Pierre is the number one brioche brand in America – we carved out a sector for ourselves from our humble beginnings in the UK and it’s paying dividends. We saw a natural synergy between Hollywood’s number one actor and America’s favourite brioche – we simply couldn’t ignore the fact that he’s making French toast every week and sharing recipes with millions of followers.

“What’s more, we’ve been having a lot of fun trying out new recipes, pairing our brioche with Teremana Tequila – it’s the most amazing combination. We’ll be sharing more recipes over the coming weeks because we are always up for trying new ideas and if The Rock likes them again, then that’s even better!”

St Pierre Groupe has recently appointed two new members to its board of directors to bolster growth in the US market.