Brits love biscuits, with the UK biscuit market close to saturated. But they really don't love the French. So how do you launch a historic French biscuit brand into the UK?
While our natural inclination was to extol the benefits of LU's 'Frenchness', Brits reject anything that implies French superiority. So we had to delve deeper, uncovering a real consumer need that LU biscuits could help answer.
Our creative strategy was to show how LU's French baking passion helps bring a little extra love and care to much-wanted moments of connection with others, with...