Le Pain Quotidien
We built Le Pain Quotidien a marketing system that brings people into bakeries at a predictable cost, then made it portable enough for any market to run.
Le Pain Quotidien came to us with strong bakeries and marketing that could not prove it was working. Over two and a half years we built one system across social, events and digital advertising, then packaged it so any franchisee anywhere could run it. It now returns €20 in revenue for every €1 of media spend, and it has travelled from Belgium to the US, Argentina, Mexico, France, Morocco and the Netherlands.
Le Pain Quotidien is a global brand run largely by franchisees, so marketing that works in Brussels has to be repeatable by someone in Buenos Aires on a fraction of the budget. Spend was going out with no reliable line between it and people walking through the door. So the ask was to make the marketing predictable, provable and portable.
We stopped treating social, events and advertising as three budgets and built them as one system, where content feeds the ads, events feed the content and everything points at a store visit. A global content library lets any market pull, adapt and post without commissioning a new shoot, while a modular campaign structure carries someone from discovering the brand to standing in a bakery. Then we proved it travels, taking Belgian content into the US and running the full system in Argentina, where six weeks delivered 23M impressions at €1.30 per store visit.
