Discover how St Pierre uses outdoor advertising to enhance brand awareness and drive consumer engagement with playful, impactful campaigns.

The Importance of Outdoor Advertising for St Pierre

St Pierre is the number one brioche brand in the UK, with a net promoter score that rivals the biggest players in the bakery sector. Consumers who buy the brand love the product, but overall awareness was still relatively low. As St Pierre significantly increased its distribution over the last few years, physical availability was sky high, leading the brand to focus on driving mental availability—getting more people to know and try St Pierre.

Outdoor Advertising Strategy: An Innovative Approach

With the cost of living rising and consumer temptation to trade down increasing, showcasing the brand's premium credentials was imperative. A new brand positioning paved the way for St Pierre’s first ATL campaign. With a need for high reach and high-impact media, Out of Home (OOH) advertising was the perfect medium to complement the TV launch, allowing St Pierre to continue the brand story at scale.

The strategy included a series of playful, creative executions that leaned into their French credentials. St Pierre’s in-house marketing team worked to secure OOH placements that optimized reach through roadside formats and targeted shoppers with tactical placements in retail hotspots.

Successful Results from the OOH Campaign

St Pierre's OOH campaign used humorous creatives that challenged the norms of FMCG advertising, particularly for the bakery category. As a result, OOH delivered a +13 point increase in prompted awareness and drove 60% of consumers to have a more favorable opinion of the brand. More importantly, over 60% of consumers derived an appreciation of the core brand elements (French, premium) from the OOH ads, further highlighting the strength of St Pierre’s ‘Eat Avec Respect’ platform.

Why Invest in Outdoor Advertising?

Outdoor advertising is a valuable investment for any brand looking to increase its awareness and connection with consumers. Some benefits include:

• Massive Reach: OOH ads, such as billboards and bus stop advertising, offer wide and effective reach.
• Visual Impact: Eye-catching creatives attract consumer attention and can influence purchasing decisions.
• Multi-Platform Strategy: By combining OOH with other marketing campaigns, such as TV ads, brands can maximize their reach and effectiveness.

Conclusion

Outdoor advertising campaigns, like St Pierre's, demonstrate the power of OOH to build brand identity and increase awareness among consumers. With the costs of outdoor advertising varying, it is crucial for brands to understand billboard advertising prices and how these can be an effective investment in their marketing strategy. From billboard rental to highway billboard advertising, the opportunities are vast. Additionally, considering factors like outdoor advertising costs and billboard rates, brands can make informed decisions that maximize their return on investment.

Why choose BM Outdoor for your outdoor advertising?

• Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
• Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
• Affordable for all: We offer options that fit all budgets and types of businesses.
• Sales team at your service: Our passionate sales team is ready to help you achieve your goals.