Agency: Pierce Promotions
Client: Kraft LU Biscuits
Kraft acquired the French brand LU Biscuits and needed to relaunch it in the U.S. The target audience was female cookie lovers with premium taste. To reach them, Kraft sponsored two premium events — Mercedes Benz Fashion Week and the U.S. Open.
At Fashion Week, Kraft created the LU Café within the show’s main tent. The Café featured authentic, French-speaking models dressed in custom LU attire, who served biscuits and information about the brand’s taste and history. Sketches were commissioned from fashion designer Erin Fetherston and displayed alongside LU branding and banners, creating an art gallery feel.
The models entertained the media and many of themstaged their interviews in front of the café as a result. Also, several celebrities stopped in, extending the café’s buzz. In addition, the models reached out to people in the streets around Bryant Park and invited them to try the “chic little biscuit from LU”.
At the U.S. Open, a smaller café was built with an open-air format that featured a red carpet and sample counter. Like at Fashion Week, the French-speaking models intercepted tennis fans as they walked by. Also, attendees were invited to enter a sweepstakes to win a tennis racket signed by Venus and Serena Williams and a custom-designed LU handbag.
More than 100,000 Mercedes-Benz Fashion Week guests and 720,000 U.S. Open attendees experienced that chic little biscuit. The U.S. Open sweepstakes generated 14,600 entries. The café and models were featured in USA Today’s “The Scene,” as well as numerous blogs, photographs and celebrity sightings, resulting in several million media impressions.
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