ABOUT

Issue:

Brioche Pasquier is a renowned French bakery brand that successfully transformed local brioche into a staple in households throughout Europe and the UK. The brand is beloved; in its native country and deeply ingrained in the consumer consciousness. But historically, the UK social media channels have posed a challenge for Brioche Pasquier. The brand has struggled to find its voice in this space, feeling uncertain about how to effectively engage UK consumers and uncomfortable with the authentic nature of the content required for social channels.

Idea:

Our idea was to distinguish their social presence from its French origins, helping the brand find its footing in the UK market. By better understanding UK product positioning and consumers, we aim to ensure Brioche Pasquier becomes as essential a cupboard staple in the UK as it is in France.

This is about a brand stepping beyond its comfort zone and embracing the "uncomfortable" by relinquishing strict control in favour of the authentic, less polished content social demands.

Our objective has been to craft a social-first narrative that elevates the brand and its product range. This has been achieved through social-first content creation, low-fi video production, photography and the development of campaign creative and messaging, all delivered with general brand awareness in mind and a little oh la la. As well as creativity and flair, we have driven the account forward through effective channel and community management, influencer activation, and brand partnerships. At the heart of everything, is effective brand management that dives deep into sub-cultures and finds relevance with consumers.

Impact:

The organic social media performance for 2025 across Meta platforms (Facebook & Instagram) demonstrated significant growth and engagement with the brand achieved 8.2 million combined views and over 98,000 content and influencer interactions, representing 50% year-over-year growth.

Successfully launching new products like the Blueberry Pitch which saw a 40% higher retail sales rate than previous products in its first months, while the launch of Beignets content generated 148,500 views and 3,500 engagements.

As well as the continued and successful growth of our community with accounts gaining over 5,000 new followers in 2025, with specific content such as recipes and micro-influencer activations contributing.