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French bakery brand St. Pierre has launched its new brand campaign “Eat avec respect”, creating a bold and ownable long-term brand platform that affirms St. Pierre’s differentiated and premium offering.

At the heart of the idea is St Pierre’s premium positioning, as stand alone in comparison to traditional bread products. Brioche is elite, it’s sweeter, lighter, and fluffier than everyday ‘bread’.

The satirical new ads play on the brand’s Parisian heritage with a fresh take on what it means to be French. From art to romance and fashion to food, it’s widely accepted that the French just do it better – and they know it too. The Ads focus 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.”

Client: St Pierre

Creative Agency: Fold7

Producer: Emily Henderson

Snr. Creatives: Nina Griffiths, Charlotte Robins

Creative Director: Kieron Roe

Production Company: Location Productions

Stylist: Mair Joint

HMU: Victoria Poland

Food Stylist: Kate Bottomly