The Grey Goose Boulangerie
A multi-award winning, global campaign that tells Grey Goose’s story in the most disruptive way possible.
Global communications strategy, assets and toolkits, supported by local activation.
Moving from cocktail parties to immersive storytelling, with the brand’s most powerful truth at its heart.
Show people all over the world why they should choose Grey Goose with a big, integrated idea, that can scale across territories, channels, seasons and occasions.
Our years working with Grey Goose had helped us pinpoint the brand’s most compelling truth: it’s made using the finest ingredients from France, the home of gastronomy. And in particular, the same wheat used to make France’s best bread. Once people understand this, they get why they should choose Grey Goose over its competitors.
But the challenge is one all drinks brands face. How do you get people excited about this kind of stuff? No one wants a science lesson while they’re drinking a cocktail.
Everything about Grey Goose defies convention. From its founder’s vision and Cognac heritage to its ingredients and unique production process. So we did the same. Rather than throwing yet another party, we set out to make the intrinsic story absolutely fundamental to the experience. And what could be more disruptive than a vodka brand opening a Boulangerie?
We led the delivery of an integrated launch in London, and created a full range of assets and toolkits that helped the boulangerie scale across continents, channels and seasons.
Other boulangeries opened in key cities throughout the US, Canada, Spain, France, Croatia, Germany, The Netherlands, Germany and Italy. We built a mobile version too – an extraordinary bread delivery van concealing the world’s most intimate martini bar.
The campaign launched with a pop-up boulangerie on Shaftesbury Avenue in London. A lucky few were invited through the oven door, where they discovered an extraordinary speakeasy bar.
Taking the campaign on the road
Next, we gave the boulangerie wheels. A luxurious martini bar, hidden inside a bread delivery van – or ‘camionnette’ – has appeared all over Europe and the US. It’s picked up an award of its own along the way: Best Pop Award at Bar & Restaurant Design Awards.
Since its launch in 2012, we’ve been helping Grey Goose bring the boulangerie to life in every market, across every channel. In bars and restaurants. In retail environments and airports. At festivals and events. In digital, PR and media.
The boulangerie is Grey Goose’s most successful and long-running integrated campaign of all time.
It’s delivered unprecedented PR, digital and media reach. And most importantly it’s delivered commercially, with significant uplifts in sales wherever it’s appeared.
It’s won awards too. Best Luxury Campaign at the Masters of Marketing Awards and Best Pop-Up at the Restaurant & Bar Design Awards.