LU Biscuits Plays up French Heritage with the LU Café - Event Marketer

LU Biscuits Plays up French Heritage with the LU Café

DB_Gold_Lu Cafe - Kraft_2009 Ex
Brand: KRAFT
Agency: PIERCE
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2009

LU Biscuits, most recognized for its Le Petit Ecolier biscuit, was looking to drive awareness and trial in key markets for what it calls its “chic little biscuit.” But as a brand found on supermarket shelves, it had to find a way to reach an audience that gravitates towards premium products. The brand tied to fashion by playing up its French heritage and creating the LU Café at Mercedes-Benz Fashion Week in February in New York City’s Bryant Park.

In a stylish café setting French-speaking models dressed in custom-made LU outfits passed out biscuits for sampling (64,000 biscuits were served). The brand partnered with designer Erin Fetherstone, who received part of her fashion education and training in Paris, and commissioned her to create LU inspired sketches of two of its packages, including the Le Petit Ecolier, which were displayed at the café. Fetherstone did a media-exclusive event at the café to draw in additional press coverage. The LU Café was featured in USA Today and on daily blogs.

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