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After an exciting few years of growth for the St Pierre brand, we were tasked with launching St Pierre’s first-ever above the line marketing campaign. The brief was to build brand distinction, creating a bold and ownable long-term brand platform that will differentiate the brioche brand in the bakery category.

Leading brioche brand St Pierre came to us to create a bold and ownable long-term brand platform that affirms St Pierre’s differentiated and premium offering. It marked the brand’s ‘above the line’ debut. 

Together we delivered a new and ambitious strategic direction to aid continued growth of the bakery brand, developing a creative platform with enough flexibility to work across markets.

The heart of St Pierre’s offer stands apart from bread in a space all on its own. Brioche is sweeter, lighter, and fluffier than its bakery counterparts.

A cultural truth also rang true – whether it be art, food, romance, or fashion – no one does it quite like the French.

So, we set out to combine the assuredness and confidence of the French attitude, with the distinct world and space that St Pierre sits in. The brand platform ‘eat avec respect’ is about French superiority - with a self-aware wink.

Paying homage to the French's culinary superiority over the English, the campaign is imbued with the brand's personality. Perfectly encapsulating the French flair and challenger spirit for which St. Pierre is known.

The film, set in an authentic Parisian café bar, follows a cascade of increasingly melodramatic outbursts, as everyone from a poodle to a newsreader, and even a painting hung on the wall, display their horror at a violation of French culture. Their anguish and despair culminate in a plea for more serious appreciation: “Eat avec respect”.

Print and digital work focuses on three tearful French characters who all beg, “For France’s sake”, to “eat chic, not tragique”, by staying away from the “plastic cheese”, and understanding that “It’s brioche, not bread.”