Maitre Choux
Brief
To publicise the opening of South Kensington-based artisan bakery Maître Choux.
Strategy
The agency decided the campaign would focus on two key aspects: co-owner, and master pâtissier Joakim Prat, and éclairs as the next big thing.
Coverage was spearheaded by three major photo features and interviews: in The Times, which positioned Joakim as the UK’s hottest young pastry chef; ES magazine, which shot Joakim surrounded by his own creations as part of a French Revolution feature, and the Evening Standard, which used the chef to illustrate the huge popularity of éclairs in the capital.
Samples were sent to Made in Chelsea stars Jamie Laing, Binky Felstead and Louise Thompson, Penny Smith and other celebrities, which resulted in huge exposure via their social media channels.
Maître Choux’s creations also appeared on Channel 5’s The Wright Stuff and Channel 4’s Sunday Brunch and were covered across the board, from Vogue and Harper’s Bazaar through to Stylist and Grazia.
Results
Jori White PR’s initial three-month campaign reached an audience of 29 million. The agency was then retained to handle post-launch publicity and is currently focussing on media in key overseas territories, along with a programme of joint promotions with on-brand events such as London Fashion Week. Maître Choux now has stores in Soho, Chelsea, Canary Wharf and Bicester Village.
