St Pierre US: Making Game Day Magnifique



To bring French flair to an all-American sporting tradition

After looking after their UK social channels for many years, St Pierre US came to us at the end of 2023 to mirror the quality and social-first way of thinking we’d established in across the pond – and inspire more people to choose their delicious brioche, pastries, crêpes and waffles for all the moments they share with family and friends. The first order of business? To run one of their biggest campaigns of the year based around a highly anticipated sporting event: The Super Bowl.   



Making St Pierre the only choice for Game Day celebrations

To position St Pierre’s products as the premium option for those looking to elevate their recipes and table spreads for Game Day celebrations, we conducted ingredient and recipe research surrounding sharing moments - tapping into the trends that would capture audience attention. We then used this insight to capture dynamic photography and videography in our Manchester studio, showcasing the versatility of these products for any Game Day occasion. 

Crafting a vibrant presence: we created a mix of static and video assets to be posted regularly in the build up to the Super Bowl, supplemented by reactive content for TikTok and Instagram Stories.  

Joining the conversation: Spotting the buzz surrounding Travis Kelce and Taylor Swift in the run up to the event, we planned to find ways to incorporate our food into the conversation. We showed Taylor reacting to the perfect cheese pull and Travis eyeing up a plate of sliders – putting St Pierre right in the heart of the conversation.  

Driving awareness on paid social: we used a mixture of influencer and brand-led content to inspire with Game Day recipes. Driving traffic to the handy 'Where to Buy' navigator on St Pierre's website, users were able to find their closest stockist off the back of the ads. 



MVP-worthy results and a strengthened global partnership

Throughout our Make Game Day Magnifique campaign, we generated a combined 6 million impressions across organic and paid activity, with a reach of over 3 million. 
Overall, we showed that St Pierre products are the must-have ingredients to celebrate any Super Bowl occasion in style – with that all-important touch of Parisian flair. This campaign put our products into the feeds and hands of more people, who we hope will stick around for more magnifique moments to come.  



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