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.

This is the first work born of the collaboration between Fold7 and St Pierre, following their appointment earlier this year. The team have set a new and ambitious strategic direction to aid continued growth of the leading bakery brand, developing a creative platform with enough flexibility to work across markets. Premiering in the UK, the launch represents St Pierre’s first mass market campaign and is their debut into television.

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.

This bold new campaign combines the assuredness and confidence of the French attitude, while highlighting the unique space in which St Pierre sits. The creative is deliberately not a straight take on Frenchness but delivers French flair with a self aware wink, offering stand out for St. Pierre with humour and playfulness.

The film opens in an authentic Parisian café bar, where a waiter serves a delicious looking lobster roll. A chic French lady sat nearby is casually scrolling her social feed. We suddenly hear her cry out “Noonnn!” as she sees a post from a British bloke at a BBQ, pouring a river of ketchup into his St. Pierre bun. Her reaction triggers a cascade of increasingly melodramatic outbursts in the café, as everyone from a poodle to a newsreader, and even a painting hung on the wall, display their horror at this 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.”

Find out more on Fold7.