Crafting a Communications Recipe for Success in the U.S. Market.

Paris Baguette enlisted RF|Binder to establish and elevate the upscale bakery café brand’s presence in the U.S. as it embarked on massive growth trajectory with a goal to expand its footprint from 150 cafés in 2023 to 1,000 cafés by 2030. In the initial year of collaboration, RF|Binder secured breakthrough media opportunities that significantly raised the brand’s visibility, drove sales during key brand moments, and increased overall consumer mindshare during this crucial period of expansion.

Strategy

RF|Binder developed and executed an integrated communications strategy that significantly increased Paris Baguette’s presence with national consumer media.

We identified key consumer moments that allowed Paris Baguette to make waves among top national competitors. Messaging for the campaigns focused on Paris Baguette’s key differentiators: handcrafted cakes, quality ingredients, menu innovation, and an elevated café experience. RF|Binder also amplified priority moments with multi-channel extensions through paid media integrations and social media.

Garnering Headlines for Strategic Brand Moments

Media coverage of Paris Baguette

What We Did

Developed a strategic calendar of priority moments including programs to support pumpkin season, friendsgiving, National Coffee Day, holidays, Tax Day, and more
Coordinated product tastings with national food reporters
Created and executed multi-platform influencer campaigns to support priority moments
Coordinated a paid integration with a national broadcast media partner to amplify priority programming in top U.S. markets
Coordinated opportunities for Paris Baguette executive leadership to be featured in top national trade and business publications

'Tis the Season for Cakes

To drive widespread awareness for Paris Baguette’s extensive lineup of holiday cakes, RF|Binder developed an integrated campaign that shined the spotlight on the seasonal offerings. In addition to delivering strong earned media results for the brand’s top prioritized annual cake collection, RF|Binder created and executed a paid broadcast and digital integration with NBC to drive additional impressions. The integration included broadcast segments in the brand’s top two priority U.S. markets, prominently featuring Paris Baguette products and an interview with the brand’s CEO, as well as digital extensions via Today.com to reach a broader national audience. The RF|Binder team also coordinated and executed a holiday influencer program to run congruently, for a multi-channel campaign that spanned earned, paid, digital, and social media.

Paris Baguette's customized holiday cakes

Still shot from Paris Baguette segment on Good Day LA

Still shot from Paris Baguette segment on New York Live

Impact

Secured 3.3 billion earned media impressions in the first seven months of partnership
Drove headlines in top tier target national food and  lifestyle publications
Created and executed impactful national influencer campaigns on TikTok and Instagram
Created a holiday influencer campaign that resulted in a 9.17% average engagement rate – over 2X the industry standard