France is at the core of the la Madeleine’s brand—from freshly prepared French fare to décor reminiscent of classique Parisian cafés. And, while this immersive experience is palpable throughout the café, la Madeleine wanted to further expand their homage to French culture both in restaurant and beyond.
Due to COVID-19 and 2020’s worldwide travel restrictions, tourism had dropped by 74% compared to the year prior. So, while travelers patiently waited for exciting adventures overseas, there was an obvious need to give consumers a little taste of travel not far from their own home.
Seeing this desire for wanderlust continuing to grow, we used la Madeleine’s unique French brand to give our consumers a mealtime European holiday. Consumers were enticed to “travel” to France at each touchpoint of our campaign. By creating postcards showcasing some of la Madeleine’s most popular menu items to taking a modern twist on some of France’s most iconic works of art, we pushed French culture to encourage consumers to take a vacation to their local la Madeleine.
increase vs PY