The Task
In the summer of 2022 the client asked PLPR to work on an updated visual style for Paysan Breton cream cheese to reflect refined key campaign messages and brand personality.
The new content needed to evoke a brand that prioritises quality, natural ingredients; aligns itself with complimentary produce and products; and reflect a passion for people, nature and ideas.
The content needed to be suitable for usage across social channels, the Paysan Breton website and for targeting print and online media opportunities.
The Plan
PLPR performed in depth research and planning in order to formulate a plan to create aspirational yet accessible content which utilises current consumer trends of seasonality and returning to nature.
PLPR held a content shoot which focussed on simple serving suggestions showcasing Paysan Breton cream cheese alongside seasonal fruits and vegetables. The shoot covered occasions from August – December, from alfresco summer picnics to festive cheese boards; as well as seasonal produce such as tomatoes, peaches, blackberries and Brussels sprouts.
The shoot was held on location, allowing PLPR to capture stills both inside and outside to reinforce the ‘celebration of nature and seasonality’ messaging. Human elements such as hands and torsos were introduced to create interest and pull through the ‘passion for people’.
PLPR also held a series of video shoots across the campaign, focussing on taking Paysan Breton alfresco through seasonal activities. The short format videos were created to be used as Instagram Reels and TikToks, and reflect the motifs the still images captured. PLPR chose topical activities such as urban blackberry picking, seaside picnics and visiting a pumpkin patch to feed into topical conversations on social media.
PLPR also utilised brand link-up activity as further opportunities to capture aligned content. Paysan Breton collaborated with Womersley – artisanal fruit jams and vinegar brands – on a content shoot visiting an allotment and creating simple serving suggestions using both products. PLPR also captured a recipe created by cookbook author and writer Georgia Levy for a linkup between Clarence Court, Bertinet Bakery and Taylors Coffee. Both sets of content reflected the updated visual style for Paysan Breton.
The Results
A complete refresh of the social channels and website, resulting in a 36% increase of engagement rate per impression.
A revitalised approach to short format video, which reached over 300,000 unique accounts on social media.
Engaged target market publications such as HELLO, Platinum and Taste of France, resulting in 4 pieces of coverage with a combined circulation of 227,393.
