Post Running High, Le Pain Quotidien
We made a bakery the after party for a 5K, and gave a heritage brand a way into a culture that had been ignoring it.
Le Pain Quotidien has 30 years of Belgian heritage, loved by parents and overlooked by their kids. So we built Post Running High, a 5K through the city with Lucky Stride that finishes inside an LPQ, where the café becomes the after party. It went from 100 runners to 400 in three editions, has sold out in 24 hours ever since, and now runs in five more countries.
LPQ was a brand people inherited rather than chose, warm with an older audience and invisible to a younger one. Buying attention from that group is expensive and rarely sticks. We needed a reason for them to walk in on their own terms.
We built the brand into something that audience already does, and specifically into the part they care about, which is what happens after the run. Runners meet through Lucky Stride, cover 5K through the city and finish inside an LPQ, with Strava tracking it and turning the run into a reward you collect in store. Each event makes the content, the content fills the next event, and the whole loop feeds the advertising.
