Banquet d'Or

Brief
Recognized for the quality and consistency of its frozen layered pastries, Banquet d’Or enjoys a certain "aura" among established chefs, but remains unknown to the younger generation. Our challenge is simple: how to rejuvenate and give character back to this brand to enhance its attractiveness to professionals in the restaurant industry, while legitimizing it in the bread and pastry category, as it begins in this segment?

Solution
After repeated lockdowns, which have severely weakened the restaurant world, it seems crucial to convey a certain optimism to the profession. No, creativity is not dead; it is even the driving force that motivates every professional. In particular, the new generation of chefs. We therefore give them the means to express it, through Banquet d’Or products, whose quality and consistency offer them a solid technical foundation.

Response
To enhance the use of Banquet d’Or products through the lens of creativity, rather than the products themselves. A new brand territory, more premium and impactful, which translates into a complete overhaul of its guidelines (color scheme, photo universe, fonts, etc.). A strategic deployment in 3 phases, serving the new expression territory of the brand:

This deployment comes to life through a press plan in professional magazines (Le Chef / L’hôtellerie Restauration / Snacking / Zepros Resto, etc.) and impactful formats (double-page), the creation and management of the Instagram account @banquetdor_fr, an influence strategy with our ambassadors, as well as a trade marketing setup with distributors and the sales force, and the theatrical display of product offerings at distributor fairs. A campaign currently being deployed in professional press and on Instagram, with the ambition of regaining its place as a key player in the frozen Bakery-Pastry category.