• La Petite Boulangerie
The Brief

The Brief

notorious was tasked with launching and promoting ‘La Petite Boulangerie’ by Cuisine de France, a French themed pop-up café in Dublin city centre which aimed to refresh the perception of the household brand to consumers. The café was open to the public for two weeks in July and served an array of sweet and savoury treats during its lifespan.

Through PR, notorious needed to drive awareness of the café for the limited period it was open, encouraging maximum footfall and positive conversation around the brand.

The Campaign

The Campaign

‘La Petite Boulangerie’ by Cuisine de France launched in July 2017, serving much-loved favourites over a two-week period. The unique twist on a typical ‘café Francais’ was open from 8am – 3pm each day, with the hero menu item, the ‘Croffle’ created with pastry chef Louise Lennox, selling out almost every day.

As part of the launch, notorious held:

  • An exclusive media and influencer breakfast
  • Extensive media interviews with Louise
  • Creative French themed photocall
  • Media house tour, bringing pastries to media offices

To elongate promotion, a special celebration on July 14th to mark Bastille Day gave complimentary ‘Bastille Baguettes’ to visitors, and the café hosted the French Ambassador to Ireland for a special breakfast on the morning.

The Results

The Results

  • Total campaign reach of over 7.5m across PR and social media.

  • Coverage in all relevant top tier national titles, with 32 pieces of media coverage in a two-week period.

  • 35 media and influencers’ attendance on launch day, with 90% positive coverage for the café in all media.