Case Study: La Boulangère launches vegan pastries with Mercieca’s pop-up café campaign

La Boulangère reaches 211M people with Mercieca's vegan café launch

Mercieca was engaged by the bakery La Boulangère to generate significant awareness for its newly launched range of vegan croissants and pains au chocolat. The challenge was to make these pastries a must-buy product for vegans and flexitarians across the UK.

To achieve this, Mercieca created a pop-up vegan café named La Plantisserie in Soho for World Vegan Day. The agency managed the event, which included an influencer breakfast and a public day offering free samples and drinks. This approach, supported by a comprehensive PR sell-in, served nearly 1,900 samples and reached an estimated total audience of over 211 million people through extensive media coverage and influencer promotions.

La Boulangère