The St Pierre Eat Avec Respect campaign is being launched by the brand in the UK as a new tongue-in-cheek marketing endeavor that plays on the notion of French superiority when it comes to baked goods. The campaign features quintessentially French subjects encouraging spectators to choose St Pierre products to not disrespect the people of France. The campaign features posters and commercials, which will be used in-store, online and beyond to help coincide with the busy summertime season when consumer demand for bread products increases.
Global VP Marketing Megan Harrison spoke on the St Pierre Eat Avec Respect campaign saying, "The new campaign delivers satire with a playfully self-aware wink – dramatising the imagined response of the French when brioche is not given the reverence it deserves. We see anguish and despair at the way Brits treat sacred St. Pierre brioche, culminating in a plea for more serious appreciation: ‘Eat avec respect’. It’s a concept we’ve tested in multiple markets so we can be confident that the new creative will work internationally, as our brand grows."