The Challenge

Already established with a US distributor, St Pierre asked Green Seed to help strengthen their US market position, particularly to ensure the brand and products are a perfect fit for the US consumer within the mainstream retail space.

The Strategy

Improve the understanding of the US consumer for St Pierre brand, then make trade and consumer marketing recommendations to strengthen the brand franchise and accelerate rate of sale in key retail accounts. Introduce new US packaging design, focus on a core product range and support the US distributor sales effort to expand national points of distribution into larger grocery supermarkets. Support the brand through focused trade and consumer marketing programs.

The Execution

Green Seed conducted qualitative research groups working in tandem with their UK design agency interpreting the findings. Then Green Seed completed a specialty bread market opportunity assessment using SPINS/IRI scan data, making recommendations on the trade and consumer marketing and the St Pierre product mix. The Green Seed marketing team executed national and account specific targeted brand development plans. Green Seed also provided strategic council for St Pierre US personnel and organization structure, as the company built their US platform.

The Result

St Pierre has become the fastest growing specialty bread in the US market. The brand has been relaunched with new packaging and products that “make everyday maginfique”. There have been step-changes to distribution and increased brand rates of sale. 

“As the #1 brioche brand in the USA, our mission is to bring a unique shopping experience to the bakery sector and elevate consumers everyday meals with our quality brioche range. Working with Green Seed helped us understand the US market to a new level to achieve our goals. The whole Green Seed team is a pleasure to work with and became a fantastic addition to our St Pierre Bakery team. With their expertise we launched our first ever in store campaign across 3 of our biggest retailers in the USA and helped form our overall Marketing strategy. We could not recommend Green Seed enough and thank them for all their hard work and dedication to growing the St Pierre Bakery brand in the USA.”
Paul Baker