St Pierre Case Study

Fast, Flexible, and Engaging Content Creation
At the heart of our content strategy for St Pierre is a fast-paced, engaging approach that delivers fresh, relevant social content through bi-monthly shoots. By blending insights, trends, and creativity, we keep St Pierre’s social presence vibrant and on-point.

Hi-Fi Content:

• Stunning, professionally shot photography and video guided by current social trends and keyword research.
• Monthly shoots tailored to capture the latest insights and inform recipe content.
• Bold visuals designed to inspire audiences and showcase St Pierre’s premium Brioche range.

Lo-Fi Content:

• Native, social-first content optimised for platforms like TikTok, using trending sounds and formats to boost engagement while aligning with the brand.
• Fast-turnaround content that captures real-time trends without compromising on quality.

Approach
Crafting a Cohesive Visual Identity for St Pierre

We’ve developed a distinct visual style over the years for St Pierre’s social media that maintains its premium brand identity. Each piece of content is meticulously designed to align with this visual language:

Photography:

• Close-up shots that put food at the forefront, ensuring Brioche is always the hero.
• Moving beyond simple pack shots, we create enticing recipe imagery that inspires action.

Hi-Fi Video Edits:

• Slow-motion and subtle movements designed to capture the premium quality of St Pierre products.

Lo-Fi Content:

• A polished, on-trend approach that elevates social-first content while maintaining brand consistency through strategic lighting and styling.

Campaign: “Make Game Day Magnifique”

St Pierre’s mission is to inspire consumers to make Brioche the star of every occasion, from casual meals to major celebrations. After several years of working with St Pierre UK, we were entrusted with managing St Pierre USA’s organic and paid social content starting in early 2024. We mirrored the high-quality, social-first strategy already successful in the UK while adapting our approach to appeal to a broader American audience.

The Strategy

To kick things off, we researched trending foods and search terms like “Super Bowl food” and “Super Bowl appetisers.” This insight guided our recipe development, incorporating regional flavours inspired by the teams advancing to the final—like shrimp rolls for the San Francisco 49ers.

On organic social, we focused on Instagram and TikTok, creating a balanced mix of static posts and videos shared consistently leading up to the Super Bowl. We also engaged in reactive content based on viral trends, such as the Taylor Swift Super Bowl craze. By incorporating St Pierre’s visual identity into football-themed content, we created a branded narrative that resonated with our audience.

For paid social, our efforts centered around raising awareness of St Pierre, using influencer-led and brand-driven content to inspire a wide range of consumers. We also directed traffic to St Pierre’s “Where To Buy” page, helping users easily find their nearest stockist.

Results: Driving Engagement and Brand Consistency

The “Make Game Day Magnifique” campaign generated 6 million impressions across both organic and paid content, resulting in a remarkable 182% increase in reach compared to the same period in 2023, despite media spend being 11% lower.

Organic content generated over 2.2k reactions and nearly 1.5k comments, with Instagram standing out as the top-performing channel. Our recipe content performed exceptionally well, utilising a mix of photography, stop-motion, and video formats, while tapping into popular NFL team locations and keyword trends to keep content fresh and relevant. On TikTok, a newer platform for St Pierre USA, we reached over 73k total video views.

From a paid perspective, we achieved nearly half a million video views, resulting in a significant uplift in traffic to the Where To Buy page.

Ready to make your food products look irresistible? Explore our food photography portfolio and see how our expertise can elevate your brand today.