Paul
New Brand Launches
Famed for its century old traditional baking methods, family-owned French bakery, PAUL, jumped the English Channel and opened its first store in London in 2006.
The Brief
Build equity and create emotional appeal for the PAUL brand through an integrated Communications Programme:
• Develop a unique brand personality for PAUL in the UK that spotlights its heritage, authenticity and inherent art de vivre
• Highlight PAUL’s integrity as the leading producer of artisanal bread in the UK
• Position each PAUL store as a ‘local bakery’ and essential gathering place versus one part of a large chain
• Generate substantial positive press features to create buzz and buy-in with target consumers
• Lay foundations for growth, i.e. raising profile within the property press to facilitate site acquisition
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The Solution
• Create a retail calendar to address key opportunities to promote hero and seasonal product offerings. Key press pushes to address Christmas, Easter, Picnics, Valentine’s, Summer Products, Celebration Cakes and Epicerie Range
• Demystify the French approach to bread making and broaden the UK’s awareness of the PAUL product range by developing a series of PAUL Master Classes
• Develop PR platforms to profile strategic alliances with like-minded brands, i.e. Sac de Baguette, Bread Festival and Petanque Championships
• Announce each new shop opening with an individual press push and sampling opportunity for media and target consumers
The Results
• Press Coverage: secured more than 115 pieces of coverage to date, including positive product and feature placements in local and consumer publications, as well as select business and trade features
• PAUL Master Classes have been a sell-out spurring the announcement of a new class schedule |
