The Task
La Boulangère asked us to make some noise about its brand new vegan range of pastries.
What we did
La Boulangère’s vegan range had been in-store since January, but we wanted to make sure it became a must-buy product for vegans and flexitarians across the UK who were missing their dose of flaky pastry!
We decided to mark the un-official launch on World Vegan Day (1st November) by creating our very own pop-up vegan café in the heart of Soho. La Plantisserie was born.
Designing everything from the flower arch to the plant-focussed interiors we transformed 15 Bateman Street for the day.
To kick things off, we invited 20 media and influencers to an exclusive three course plant-based breakfast designed by food stylist Kimberly Espinel of The Little Plantation. Transforming vegan croissants into mini canapes with fresh figs, and open-effect sandwiches with plant powered smoked salmon, and vegan pains au chocolat for pudding, breakfast was a big success. Showing our audience the potential for enjoying the pastries at home as well as on-the-go.
Once our breakfast was over, we opened La Plantisserie to the public. Between 10am and 6pm we offered free vegan coffees and hot drinks as well as a samples of La Boulangère's croissants and pains au chocolat.
The shop was busy all day long thanks to a full-on sell-in ahead of the day itself where we secured coverage in Time Out, Secret London, The Handbook and About Time to name a few. Our influencers, including famous face Lucy Watson, also drove footfall, letting their followers know exactly where they could nab their free vegan goodies to celebrate World Vegan Day.
Not forgetting those outside of London who couldn’t attend, we also undertook a product placement sell-in scoring hits with the Mail Online, Simply Vegan, Female First, Hip & Healthy, London on the Inside and an Instagram story from ex-Strictly star Gemma Atkinson.
Impact
1,870 samples served to the public and influencers
600 coffees served
60,171,013 people reached ahead of the event thanks to coverage in Time Out (in print and online), Secret London, About Time, The Handbook, All in London and posts with Vegans of LDN and A Little Plantation.
8,521,499 reached via influencers on the morning of the event, resulting in 320 image saves, and 629 comments on Instagram. Attendees included Lucy Watson, So Vegan, Vegans of LDN, Gaz Oakley, Fat Gay Vegan, A Little London Vegan and Helen Burke.
Our product placement sell-in reached 191,062,728 and we’re still receiving coverage.
Total reach for the campaign is estimated at 211,269,596
