To demonstrate PAUL’s creative approach to new product development and generate footfall over the critical Christmas retail period, we conceptualised the idea of the world’s first Mince Pie Croissant hybrid.
We arranged tactical press drops amongst key publications and influencers, resulting 17,000 croissants sold by PAUL in just over four weeks, and 70 pieces of coverage across international, national, broadcast, London and digital titles. From ITV Good Morning Britain and Radio 2 to Good Housekeeping, Daily Mail, MSN, Stylist and the Metro, the viral croissant enhanced PAUL’s reputation for product innovation and drove lucrative sales for the bakeries.