A mobile brand experience
To strengthen its connection with consumers and foster greater brand closeness, Brioche Pasquier has launched an original initiative: a nationwide immersive tour designed as a celebration of gourmet delights and togetherness.
Through a large-scale event roadshow, the brand is hitting the roads of France to share its world in a unique, engaging, and heartwarming format.
A creative solution for a mobile brand activation
To meet Brioche Pasquier’s visibility and engagement goals, GLOBE designed a mobile proximity experience deployed across several French cities. The concept: turning each stop of the tour into a powerful brand encounter, supported by a comprehensive and highly engaging setup.
Designed as a true 360° marketing campaign, the project combines brand experience, targeted sampling, interactive games, and immersive product showcasing. The objective: to generate as many positive brand experiences and memorable activations as possible, while maximizing on-the-ground visibility and emotional impact among passers-by.
This street marketing format allows the brand to integrate seamlessly into consumers’ daily lives, using the full potential of field marketing as a strategic lever.
A warm and inclusive field activation
On board a fully branded food truck, the Brioche Pasquier Gourmet Tour offers a lively and engaging experience: a sandwich bar featuring the brand’s signature recipes, free tastings of new products, a 100% winning Burger Roulette, an interactive photobooth, and fun games for all ages.
Each stop of the roadshow is designed to create a joyful, inclusive atmosphere that reflects Brioche Pasquier’s friendly and welcoming identity.
Through this large-scale public event activation, the brand strengthens its local presence while reaffirming its position as a key player in family-friendly snacking in France.
