Campaign details

Brand: PAUL South Africa
Agency: FleishmanHillard South Africa

PAUL, the world-famous French bakery & restaurant, is synonymous with good taste, delicious cuisine and decadent delights.

In February of this year, PAUL finally opened its doors in South Africa, choosing a premises in the upmarket area of Melrose Arch, a hub of food and drink, fashion and entertainment.

Although world-renowned, with a footprint of some 673 stores across Asia, America, Europe and the Middle East with a rich heritage dating back to 1889 in Northern France; the brand wanted to change its every-day coffee shop and bakery positioning, prevalent in established markets, to an up-market French experience in South Africa.

PAUL also wanted to stand apart from other major international launches in South Africa's food and beverage sector, such as Krispy Kreme in 2015, and Starbucks in 2016.